An image forming apparatus includes: an image output unit that outputs an image; and an image processing unit that converts an input image signal to an output image signal and outputs the image signal to the image output unit, the image output unit having: an image carrier that carries at least a latent image; plural developer containers containing mutually different color developers used for developing the latent image carried on the image carrier; and a transport member for repeated operations of attachment of the developer contained in one of the plural developer containers, transport of the attached developer to the image carrier, and removal of remaining developer, and the image processing unit having a change unit that changes a color conversion characteristic of an image signal in correspondence with color mixture of the mutually different color developers.