An image forming apparatus using a highly viscous, dense developing liquid consisting of a carrier liquid and toner. A developing unit including a developer carrier and a coating member for coating the developing liquid on the developer carrier. The developer carrier conveys the liquid to a developing zone to develop a latent image formed on the image carrier with the liquid. In the developing zone, the toner in the liquid is moved toward the image by electrophoresis to form a toner layer in which the toner is present in the earner liquid and a carrier layer in which the toner is absent in the same. When the developer carrier and image carrier are moved away from the developing zone, the toner is moved toward the image over a degree at which the developing liquid can separate at the boundary between the toner layer and the carrier layer.