An image forming apparatus including: an image forming unit; plural trays; a sheet feed unit that feeds a sheet held in one of the trays; a correspondence storing unit that stores correspondence between trays and kinds of sheets; a priority setting unit that sets priority to a designation of the tray or to a designation of the kind; a sheet feed control unit that feeds the sheet from one of the trays when the priority is given to the designation of the tray and the one of the trays is designated, and searches one of the trays that holds the sheet of the designated kind based on the correspondence to feed the sheet from the searched tray when the priority is given to the designation of the kind and the kind of the sheet is designated; and a setting change unit that changes a setting of the image forming unit correspondingly to the kind of sheet.