An image forming apparatus includes: a transferer that forms a transfer nip for transferring an image to a sheet; a conveyance roller pair disposed on an upstream side relative to the transfer nip in a conveyance direction of the sheet; and a hardware processor that controls the conveyance roller pair such that the sheet conveyed to a conveyance nip formed by the conveyance roller pair is conveyed with a predetermined nip pressure so as to cause slack in the sheet between the transfer nip and the conveyance nip in which the hardware processor controls the conveyance roller pair so as to reduce the nip pressure at the conveyance nip in accordance with an increase in a conveyance amount of the sheet at the conveyance nip.