Shown is a diagram showing input-output characteristics for color adjustment. The horizontal axis represents an input, and the vertical axis represents an output. In this color adjustment technique, first, so as to prevent degradation the luminance of white after white correction, correction coefficients are determined so that the smallest value thereof may be 1. Note that “1” here is not a strict value. To be more specific, in contrast to the conventional technique in which correction is performed with the largest value being made equal to about “1,” the present embodiments sets the smallest value at about “1.” This idea itself is a first point which makes the embodiments different from the conventional technique. When doing so, all the correction coefficients are “1” or larger. In the case where a correction coefficient is “1” or larger, when the input is large, the output is saturated. To prevent the saturation, the saturation suppressed using an n-degree curve (Xucurve) which is, for example, a quadratic curve or a cubic curve. If doing so, degradation in the maximum luminance due to correction processing can be suppressed while the hue of white is maintained in a practical luminance range (0 to 70%) for video images of a television receiving set (TV), or the like. Thereby, degradation in the maximum luminance due to correction processing can be suppressed while the hue of white is maintained.