A fluid ejecting apparatus includes: a fluid ejecting unit that ejects a colored fluid and a colorless fluid toward a fluid ejection target medium; an irradiating unit that irradiates ultraviolet rays onto a fluid that lies on or over the fluid ejection target medium so as to cure the fluid; and a controlling unit that controls the fluid ejecting operation of the fluid ejecting unit and the ultraviolet ray irradiating operation of the irradiating unit. The controlling unit performs control so that the colorless fluid is ejected on an image that is made of the colored fluid that landed on the fluid ejection target medium. After the start of the agglomeration of the colorless fluid that landed on the image, the controlling unit performs control so that ultraviolet rays are irradiated onto the colorless fluid.