Specific image quality adjustment of an image is performed according to a setting made by a user, and contrast compensation is performed such that a brightness is kept unchanged at the center of a specific color region larger than a predetermined size, regardless of the setting of the image quality adjustment. The image quality adjustment is performed by selecting one of a plurality of filters with different frequency characteristics according to the setting of the image quality adjustment, and then performing filter processing on the image by using the selected filter. The contrast compensation is performed upon the image that has undergone the filter processing, by using a contrast compensation value related to the selected filter.