A color temperature conversion method, medium, and apparatus converting an image from one of a plurality of basic color temperatures provided by an image display device to another color temperature other than the plurality of basic color temperatures. Also, the conversion method and apparatus enable pixels of the image with different brightnesses to have different color temperatures according to a user' preference. The color temperature conversion method includes: calculating variables for determining a conversion range; determining whether based on the calculated variables the input pixel is to be color-temperature-converted by determining whether the input pixel is within the conversion range; and converting the color temperature of the input pixel by moving in the same direction as the reference point to the target point in amount proportional to the reference point displacement so that the input pixel can be automatically moved along with the reference point of the conversion range.