Printing apparatus and control method of printing apparatus

A printing apparatus comprising:

• a printing unit configured to print an image on a printing medium;
• a conveying unit configured to convey the printing medium on which the image is printed in a conveyance direction;
• a fixing unit configured to fix the image onto the printing medium by heating the printing medium on which the image is printed and that is conveyed by the conveying unit;
• a measuring unit configured to measure a reflected light intensity of the image on the printing medium;
• and
• a control unit configured to set a fixing condition to be used for the printing medium based on a change in the reflected light intensity measured by the measuring unit in a fixing process of the image, wherein
• the control unit controls the conveying unit to convey the printing medium heated for a certain time in the fixing unit along the same conveyance path in an opposite direction to the conveyance direction, and causes the measuring unit to measure the reflected light intensity in the measuring unit.