An image forming apparatus includes a forming unit that forms a toner image with a substantially flat toner containing a substantially flat metal pigment on a movable body; a transfer unit that forms a nip with the movable body and transfers the toner image on a medium transported to the nip; and a controller that, if at least one of first and second conditions, the first condition in which an image width from data for allowing the forming unit to form the toner image is larger than a predetermined width, the second condition in which an area coverage from the data is higher than a predetermined area coverage, is satisfied, causes the forming unit to form a toner image with a corrected area coverage lower than the area coverage from the data.