An image processing apparatus comprising a processor, wherein the processor is configured to: acquire a characteristics of a projection area included in a projection object onto which an image is to be projected by a projection means, by controlling an image capturing means to capture an image of said projection object including said projection area and acquiring said characteristics from the captured image, said characteristics being colored design characteristics relating to colored designs of the projection object, and/or shape characteristics relating to geometrical shapes of the projection object; generate a corrected projection image by performing color correction and/or shape correction of an input image to be input to the projection means in accordance with said characteristics; specify a region of an attentional characteristic included in the projection area in the projection object based on said characteristics, said attentional characteristic being a characteristic that greatly influences the physical appearance of said corrected projection image if the projection means, the projection object, or the image capturing means moves and changes their relative positions; acquire, by controlling the image capturing means to capture, a post-projection captured image obtained by capturing the corrected projection image projected onto the projection object by the projection means; compare the region of the attentional characteristic included in the corrected projection image with the region of the attentional characteristic included in the post-projection captured image, and determine whether an amount of shift in the region of the attentional characteristic is larger than a predetermined amount; the processor being further configured to, in response to a determination that the amount of shift is larger than said predetermined amount: re-acquire characteristics of the projection area in the projection object; and generate a corrected projection image by performing color correction and/or shape correction of the input image based on the re-acquired characteristics. acquire a characteristics of a projection area included in a projection object onto which an image is to be projected by a projection means, by controlling an image capturing means to capture an image of said projection object including said projection area and acquiring said characteristics from the captured image, said characteristics being colored design characteristics relating to colored designs of the projection object, and/or shape characteristics relating to geometrical shapes of the projection object; generate a corrected projection image by performing color correction and/or shape correction of an input image to be input to the projection means in accordance with said characteristics; specify a region of an attentional characteristic included in the projection area in the projection object based on said characteristics, said attentional characteristic being a characteristic that greatly influences the physical appearance of said corrected projection image if the projection means, the projection object, or the image capturing means moves and changes their relative positions; acquire, by controlling the image capturing means to capture, a post-projection captured image obtained by capturing the corrected projection image projected onto the projection object by the projection means; compare the region of the attentional characteristic included in the corrected projection image with the region of the attentional characteristic included in the post-projection captured image, and determine whether an amount of shift in the region of the attentional characteristic is larger than a predetermined amount; the processor being further configured to, in response to a determination that the amount of shift is larger than said predetermined amount: re-acquire characteristics of the projection area in the projection object; and generate a corrected projection image by performing color correction and/or shape correction of the input image based on the re-acquired characteristics. re-acquire characteristics of the projection area in the projection object; and generate a corrected projection image by performing color correction and/or shape correction of the input image based on the re-acquired characteristics.