Using image data generated by an image generating device, and image generation record information that is associated with the image data and that includes at least subject area information indicating a subject area in the image, hue of each pixel in the subject area is calculated, and in the event that the proportion of pixels having hue of a predetermined color range is greater than a first predetermined threshold value, an image quality adjustment process appropriate for an image containing a subject identified by the predetermined color range is executed. In preferred practice, the predetermined color range is the skin color range, and the image quality adjustment process is a process appropriate for a portrait image. When the image quality adjustment process appropriate for a portrait image is not executed, and in the event that the proportion of pixels having hue in the green range is greater than a second predetermined threshold value or in the event that the proportion of pixels having hue in the sky blue range is greater than a third predetermined threshold value, an image quality adjustment process appropriate for a landscape image is executed.