Disclosed is an image forming apparatus including an image forming unit which forms a toner image on an image carrier and transfers the formed toner image on a paper, a color conversion process unit to carry out a color conversion process to convert inputted image data to image data of an output color in the image forming unit, a paper type information obtaining unit to obtain at least one or more information among a size of a paper, a basis weight of the paper and whether the paper is coated or not and a control unit to control so as to change a maximum adhesion amount of a toner to a paper by selecting a color conversion process condition for the color conversion process unit based on the information obtained by the paper type information obtaining unit.