A disclosed image forming apparatus for color printing includes a generator unit configured to generate dot sequential data as printing data based on received PDL color data, an image adjustment-conversion unit configured to carry out image adjustment processing and/or image conversion processing on the printing data generated by the generator unit based on a set printing condition, a rendering unit configured to render the printing data held in a page memory on which the image adjustment processing and/or the image conversion processing has been carried out by the image adjustment-conversion unit, and a printing unit configured to print the printing data rendered by the rendering unit.