An apparatus for generating a scaled image divides an image, which comprises a plurality of pixels, into a plurality of blocks by partitioning the image vertically and horizontally, whereby the color space of this image is divided into a plurality of subspaces, referred to as bins. The apparatus applies a histogram analysis, on a bin-by-bin basis, to the pixels constituting a block of interest among the plurality of blocks. Then, using the result of the histogram analysis, the apparatus decides the representative color of the block of interest in accordance with the average color of pixels belonging to a most frequent bin among the plurality of bins. A scaled image of this image is obtained by applying the above operation to all of the blocks.