A signal processing apparatus (200) is provided with a color coordinate adjusting unit (210) which performs color coordinate adjusting processing according to the color space of a display device, a luminance adjusting unit(220) which performs luminance adjusting processing, a display element control unit (240) which generates an image output signal on the basis of the color coordinates adjusted by the color coordinate adjusting processing and luminance components adjusted by the luminance adjusting processing, and a ratio control unit (230) which controls according to the saturation of an image input signal the degree of contribution of color coordinate adjustment which is provided by the color coordinate adjusting processing to the image output signal and the degree of contribution of the luminance components which is provided by the luminance adjusting processing to the image output signal. With the increase of the color saturation of an image input signal in a specific hue, the ratio control unit (230) increases the degree of contribution of the luminance components and reduces the degree of contribution of the color coordinate adjustment.