There is provided a color evaluating method of an image display device, which evaluates colors displayed by the image display device, including: displaying an image evaluation image, in which a plurality of color regions corresponding to a pixel or a plurality of pixels of the image display device and each having one of a plurality of colors is included and, among the plurality of color regions, at least one color region and at least one other color region having a color similar to that of the one color region are arranged to be adjacent to each other, on the image display device; and evaluating the colors displayed by the image display device based on picked-up image data obtained by picking up the color evaluation image displayed by the image display device.