| CPC B41J 2/37 (2013.01) [B41J 2/04541 (2013.01)] | 10 Claims |

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1. A printer being configured to print on a print medium having a thermal color developing layer, the printer comprising:
a thermal head having a plurality of heating elements that are arranged in a line; and
a processor configured to:
set a first application period of a pulse of energizing current for applying to the plurality of heating elements during a scanning line time for one line to cause the thermal color developing layer to develop color,
correct a length of the first application period based on an image to be printed,
determine a print speed to be applied in printing the whole image at a constant speed by extending the scanning line time so as to contain a maximum length of first application periods that have been corrected by the processor, and
further correct the length of the first application period so that a first ratio of the first application period of the pulse of energizing current during the scanning line time before the processor determines the print speed and a second ratio of the first application period of the pulse of energizing current during the scanning line time after the processor determines the print speed will be the same.
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