An image forming apparatus includes; a chart data forming unit that forms density correcting chart data to be printed, in which reference density patterns and adjusting density patterns are arranged so that a connection angle, and the adjusting density patterns have different densities in the respective patterns; a printing unit that prints a density correcting chart in which the reference density patterns and the adjusting density patterns are arranged adjacent to each other in respective patterns; a receiving unit that receives an input of a density adjusting value of a desired pattern, on the basis of comparison of density between the reference density patterns and the adjusting density patterns which has been obtained from visual observation of a user on the printed density correcting chart; and a tone correcting unit that conducts tone correction of the desired pattern.