In an image processing apparatus, an image acquisition unit acquires an image. A correction unit corrects pixel values of pixels composed of the acquired image by using correction coefficients to produce a correct image. An object recognition unit recognizes an object in the corrected image. A storage unit stores in advance standard color characteristics of a predetermined object which is a recognition target. A color characteristics acquisition unit acquires color characteristics of the predetermined object if the predetermined object is recognized by the object recognition unit. A comparison unit compares the color characteristics of the acquired object with the standard color characteristics of the same predetermined object stored in advance in the storage unit. An updating unit updates the correction coefficients used in the correction unit based on a result of comparison so as to reduce a difference between the color characteristics and the standard color characteristics.