An image forming apparatus includes a density adjusting unit that executes first formation of forming a first color sample in a transfer area on an image carrier, first adjustment of adjusting output characteristics of an image forming unit to reduce a difference between a measured density of the first color sample and a first target density, second formation of forming a second color sample in a non-transfer area on the image carrier, second adjustment of adjusting the output characteristics to reduce a difference between a measured density of the second color sample and a second target density, and third adjustment of adjusting the output characteristics to reduce a difference in output density between the transfer and non-transfer areas, if the difference between the measured density of the second color sample and the second target density exceeds a predetermined extent after repeating the second formation and the second adjustment.