An image forming apparatus includes an image forming unit configured to form a measurement image on a recording paper by using a color material, a fixing unit configured to fix a plurality of measurement images onto the recording paper by heating the measurement images, a measurement unit configured to measure the measurement images fixed onto the recording paper downstream of the fixing unit in a conveyance direction of the recording paper, a cooling unit configured to cool the recording paper heated by the fixing unit, and a control unit configured to perform control such that a cooling capacity of the cooling unit in a case where the measurement unit measures color of the measurement images is higher than a cooling capacity of the cooling unit in a case where the measurement unit measures density of the measurement images.