Heating device, fixing device, and image forming apparatus including a rotator holder and reflector

A heating device, comprising:

• a rotator rotatably held;
• a heating source configured to heat the rotator;
• a reflector configured to reflect radiant heat emitted from the heating source;
• a shield disposed closer to a longitudinal end portion of the rotator than to a longitudinal center portion of the rotator to shield, between the heating source and the rotator, the radiant heat emitted from the heating source,
• the shield having a reflectance lower than a reflectance of the reflector;
• a rotator holder holding the longitudinal end portion of the rotator;
• and
• a liquid or semi-solid substance having lubricity and adhering to the rotator holder,
• wherein the rotator holder has a reflectance lower than the reflectance of the reflector;
• wherein the reflectance of the shield is lower than the reflectance of the rotator holder, and
• wherein the reflectance of the shield and the reflectance of the rotator holder have a difference of not less than 10%.