An image forming apparatus includes a sample pattern outputting part holding a sample pattern and supplying the held sample pattern to the image forming part, a selection part allowing a user to select one of the color sample images that configure the sample pattern, an image formation density adjustment amount holding part determining and holding image formation density adjustment amounts for increasing or decreasing image formation densities of the plurality of the colors, an image formation density adjusting part adjusting image formation densities of the plurality of the colors according to the image formation density adjustment amounts, a presenting part presenting to the user the image formation density adjustment amounts; and an image formation density adjustment amount modifying part receiving from the user modifications with respect to the image formation density adjustment amounts and updating the image formation density adjustment amounts.