A fixing device includes a fixing rotator and a pressure rotator pressed against a nip formation pad via the fixing rotator to form a fixing nip between the fixing rotator and the pressure rotator, through which a recording medium is conveyed. The nip formation pad includes an increased thermal conduction portion having an increased thermal conductivity and a decreased thermal conduction portion having a decreased thermal conductivity and being inboard from the increased thermal conduction portion in the axial direction of the fixing rotator. The increased thermal conduction portion is disposed opposite a non-conveyance span of the fixing rotator where the recording medium is not conveyed and includes an inboard edge inboard from a lateral edge of the recording medium toward a center of the recording medium in the axial direction of the fixing rotator by a predetermined first distance.