In accordance with an embodiment, an image forming apparatus comprises a sheet feed section and a conveyance control section. The sheet feed section is provided with a plurality of cassettes in which sheets of a plurality of categories are stored for each category of the sheets, and feeds a sheet stored in the cassettes. The conveyance control section enables, in a case in which a sheet is fed from a cassette in which sheets to be printed after the printing surfaces thereof are aligned are stored among the cassettes, a reversal unit reversing the front side and the back side of the sheet at the time when the sheet is fed to convey and discharge the sheet regardless of a printing method designated by a user.