An image forming apparatus includes: an imaging device that captures a reference facial image used for determining a change in a facial expression, and a user facial image; a processor that determines an emotion in the user facial image based on an amount of the change in the facial expression from the reference facial image, and performs message support corresponding to the emotion in the user facial image; and a user interface that detects an input operation by a user without delay in setting a printing condition when a print job is executed in response to a request made by the user. The processor obtains the reference facial image captured by the imaging device at a time point when the user interface detects the input operation without delay and the facial expression is assumed to be a reference for the change in the facial expression.