An image forming apparatus includes a color toner image forming device, a fixing device, a cooling device, a colorless toner image forming device, and a control device. The color toner image forming device forms a toner image on a recording medium with a color toner. The fixing device heats the toner image on the recording medium to fix the toner image on the recording medium. The cooling device cools the fixed toner image. The colorless toner image forming device forms a toner image on the recording medium with a colorless toner having a storage elastic modulus of 100 or less and a loss tangent of 10 or greater at a heating temperature of the fixing device. The control device controls cooling power of the cooling device based on whether or not the colorless toner image forming device forms the toner image.