The present invention provides a measuring device and a measuring method for performing color measurement on a paper white patch (72) formed on an evaluation patch (71) of a medium (8) and an exposedportion of the medium (8); the apparatus includes the following parts : a light source portion (171) for irradiating the medium (8) with illumination light, a measuring portion (172) for obtaining thelight amount of light from the medium (8) as a measurement value, and a memory (153) for storing a reference measuring value of the paper white patch (72), i.e., a paper white standard value, and a color measuring portion (154D) that corrects the measurement value of the evaluation patch (71) based on the measured value of the paper white patch (72) and the paper white standard value. Even when the measurement position is changed, the measuring device can also accurately calculate the reflectivity of the evaluation patch and correctly obtain the chromaticity of the evaluation patch.