An image display controller for a display shelf generates image data for a projector image which is projected by a projector arranged in the display shelf to be displayed on a transmission-type screen of the display shelf. The image display controller includes a monitor, an input device, a data communicator, a memory, and a controller. The controller obtains an editing background image from the memory and displays the editing background image on the monitor, and generates contents of a display image. Moreover, the controller sets a position of the generated display image in a desired position of a display area of the editing background image in response to an instruction inputted via the input device, and generates the projector image by combining the generated display image into the editing background image at the set position.