An image forming apparatus includes an information obtainer, a memory, a candidate determining unit, and an image forming device. The information obtainer obtains feature information from the target recording medium. The memory stores at least one set of recording medium information regarding the target recording medium associated with the feature information and at least one set of image forming condition information corresponding to the recording medium information. The recording medium information is identification information. The candidate determining unit determines a candidate recording medium information from the recording medium information stored in the memory based on the feature information of the target recording medium obtained by the information obtainer. The image forming device forms an image on the target recording medium based on the image forming condition information in the memory according to the candidate recording medium information determined by the candidate determining unit.