An image forming apparatus prints an image using a color conversion table. The image forming apparatus includes a representative color acquisition section and a color adjustment section. The representative color acquisition section acquires at least one representative color of the image. The color adjustment section adjusts a reproduced color, of a color included in the image, obtained with reference to the color conversion table. The color adjustment section adjusts the reproduced color, of the color included in the image, obtained with reference to the color conversion table, based on positional relationship in a color space between a reproduced color of the representative color obtained by a display device and a reproduced color of the representative color obtained with reference to the color conversion table.