1. A method of evaluating print quality, the method comprising: measuring a reflectance of printed dots by scanning a medium on which the dots are printed according to pattern data having a predetermined pattern of a highlight region and a shadow region; determining an average of reflectances of the highlight region in the predetermined pattern and an average of reflectances of the shadow region thereof; determining a contrast value from a difference between the average of the reflectances of the highlight region and the average of the reflectances of the shadow region; and determining an indicator of the print quality from the contrast value.