A color conversion apparatus includes: an original data analyzing unit configured to extract background color information of an original and color information of a character and line drawing object on the background; a background color changing unit configured to change the background color of the original when necessary, on the basis of the result of comparing the background color information acquired from the original data analyzing unit with a preset threshold value; and a character and line drawing color correcting unit configured to change lightness of the character and line drawing color in a way that increases a lightness difference between the background color for printing and the character and line drawing color on the background when necessary, on the basis of the background color information of the original acquired from the original data analyzing unit, the background color information for printing acquired from the background color changing unit, and the character and line drawing color information on the background acquired from the original data analyzing unit. The color conversion apparatus contributes to saving of color material, reduction in load on a printer engine, prevention of stripping of color material, and prevention of deformation of paper.