Quality degradation of a print image due to a deviation amount in a landing position of ink is prevented while suppressing degradation of through-put. In a method of completing a print to a unit region by at least one reciprocal scan to the unit region of a print medium by a printing head in which plural ink ejection ports are arrayed for ejecting ink, a printing rate in a scan direction where a deviation amount in a landing position of ink in an array direction of the ink ejection ports is relatively large is set relatively low and the printing rate in the scan direction where the deviation amount in the landing position of ink in the array direction of the ink ejection ports is relatively small is set relatively high.