An exposure device irradiates a photoconductor with light on the basis of an exposure signal and thereby forms an electrostatic latent image. A toner amount calculating unit (a) determines a distribution pattern of the electrostatic latent image on the basis of the exposure signal, (b) determines an electric field variation level of a target pixel, (c) determines an electric field intensity of the target pixel on the basis of a value of the target pixel in the distribution pattern and the electric field variation level, and (d) determines a toner consumption amount corresponding to the electric field intensity. Further, the toner amount calculating unit limits the electric field variation level to an uppermost value or less, the uppermost value corresponding to a value of the target pixel in the distribution pattern of the electrostatic latent image.