An image forming apparatus includes an executing unit configured to, if there is a shortage of storage capacity for image information necessary to perform image formation, execute the image formation at a reduced image quality below a required image quality, and an informing unit configured to inform that image formation has been executed at a reduced image quality, and inform an effective measure to enable image formation that does not involve a reduction in image quality, the effective measure including at least one of making a setting change to storage capacity allocation and increasing storage capacity.