An ultrasound diagnosis apparatus according to an embodiment includes: a movement information obtaining unit that obtains movement information by adjusting a reception signal received by an ultrasound probe, by using a gain; an image generating unit that generates a color image in which color pixels are allocated based on the movement information; an index calculating unit that calculates an index value indicating a distribution of the color pixels, based on two or more of the color images generated by the image generating unit; a gain selecting unit that selects a display gain by comparing the index values calculated with respect to two or more of the gains; and a controlling unit that controls the image generating unit so as to generate a color image in which color pixels are allocated based on the display gain and the movement information obtained from the reception signal.