A shift amount between a measurement value of a color value of white color and a calculation value of the color value of white color is calculated. Generated is a math formula in which the shift amount is reflected. Calculated is gradation values after the WB adjustment which the gradation values after the correction take in a case where the calculation value of the color value of the displayed color is a target color value of white color in the math formula. Contents of the WB correction are adjusted so that the gradation values after the correction is adjusted to be the gradation values after the WB adjustment in the case where the gradation values before the correction are specific gradation values.