An image adjusting apparatus includes the following elements. A set color temperature obtaining unit obtains a set color temperature which is set when a white image is displayed, in an image display apparatus. A maximum tone value calculator calculates a maximum tone value of a reference color when the displayed white image is changed into a white image corresponding to the set color temperature. A tone characteristic setting unit sets a tone characteristic of the reference color on the basis of the calculated maximum tone value. If the calculated maximum tone value is decreased from a maximum tone value before the set color temperature is set, the tone characteristic setting unit corrects, in a region in which a tone value of an input image signal is equal to or smaller than a predetermined value, the tone characteristic so that a tone value of an output image signal is increased.