A fixing device includes a heating rotator, a pressure rotator, a temperature detector, and circuitry. The pressure rotator presses against the heating rotator. The temperature detector detects a temperature of the heating rotator. The circuitry energizes and deenergizes a heater of the heating rotator to control a fixing temperature of the heating rotator to be a reference value. The circuitry controls a direction of rotation of each of the heating rotator and the pressure rotator to drive each of the heating rotator and the pressure rotator in one of the fixing direction of rotation and a reverse direction of rotation. The circuitry changes the direction of rotation of each of the heating rotator and the pressure rotator to the reverse direction of rotation in a case in which the fixing temperature is less than the reference value upon an elapse of a period of time from a start of heating.