When dividing multi-valued data and generating data for two-pass multi-pass printing, in addition to divided multi-valued data that are divided for each of the two passes, divided multi-valued data that is common to both of the two passes is generated. Moreover, quantized data of that common multi-valued data is reflected onto the quantized data for each pass. Furthermore, when generating quantized data, division ratios that are used when generating the common data by the multi-valued data division described above are set according to the image characteristics (whether or not the area is flesh color) of the multi-valued data. Thereby, it is possible to perform high-quality printing regardless of the image characteristics by taking a suitable balance between suppressing density unevenness and suppressing graininess.