When a feeding amount for multi-pass printing is changed, the purpose related to an image quality using a binary data generation pattern can still be attained by, for example, a density pattern method. Specifically, a multi-pass printing mode is identified, and a density pattern selection matrix associated with a cycle of binary data generation is selected in accordance with the selected printing mode. That is, a density pattern selection matrix employed for binary data generation using a density pattern is changed to a size corresponding to the feeding amount designated by the selected printing mode. Thereby, a phenomenon that a unit used for image processing to gain a predetermined purpose related to an image quality does not match a unit area used for a printing operation is avoided, and an image printing purpose using a binary data generation pattern can be appropriately attained.