In case where any one of longitudinal direction printing in which an arranging direction of character strings coincides with a longitudinal direction of a tape, and width direction printing in which the arranging direction coincides with a width direction, is selected and a print image having the character strings arranged therein is printed on the tape to produce a label, a size in the longitudinal direction of the tape which is made into a label is set as a label width in the width direction printing. Character strings for the width direction printing are inputted and arrangement widths of respective lines of the character strings are set. A print image is created and printed according to the arrangement widths and the tape is cut in accordance with the set label width, whereby a label is produced.