An apparatus for generating data used to apply a plurality of inks similar in color and different in color material density, including a first ink and a second ink higher in color material density than the first ink, onto a pixel area on a recording medium with a recording head includes a generation unit configured to generate the data in such a way that out of a plurality of pixels constituting the pixel area, a number of pixels onto which dots of the first ink are applied in an overlapped manner is greater than a number of pixels onto which dots of the second ink are applied in the overlapped manner.