UI enabling even novices to experience the pleasure of taking pictures. The specialized vocabulary and complex displays involved in adjusting cameras to date has been a significant hurdle for users. Photo creativity eliminates this hurdle by representing the adjustment items as seven background gradation and color shade cards printed with colors and icons to enable selection even when the user does not understand the vocabulary. Card selection enables multiple combinations of effects that can be erased by simply canceling the cards. User sensibility allows the realization of individual photographic expression.