Image forming apparatus and method of adjusting color balance

An image forming apparatus is capable of adjusting a print density with a plurality of set values including a first set value and a second set value. The image forming apparatus includes a storage unit for storing a first density as a target value of the print density; a density detection unit for detecting a second density as a print density of an image printed on a transfer medium; and a control unit for adjusting the print density. The control unit compares the first density and the second density, and calculates a first correction value applied to one of the first set value and the second set value for correcting the second density to the first density according to a density difference generation condition determined in advance. The control unit corrects the first set value or the second set value according to the first correction value for adjusting color balance.