Image forming apparatus with controlled separation voltage and transfer voltage

An image forming apparatus comprising:

• an image carrier that carries a toner image;
• a transfer member that is opposed to the image carrier;
• a hardware processor configured to determine a magnitude of a transfer voltage to be applied to the transfer member so that the toner image is transferred from the image carrier to a print medium passing between the transfer member and the image carrier;
• a first voltage application device that applies the transfer voltage to the transfer member;
• a separation member to which a separation voltage is applied so that the print medium is separated from the image carrier;
• a second voltage application device that applies the separation voltage to the separation member;
• and
• a sensing device that senses an image density of the toner image;
• wherein the hardware processor controls a magnitude of the separation voltage based upon the image density of the toner image, and the hardware processor further controls a magnitude of the separation voltage such that a potential difference between the image carrier and the separation member while a first area of the print medium is passing by the separation member is smaller than the potential difference between the image carrier and the separation member while a second area of the print medium is passing by the separation member, the first area being an area where the toner image is formed, and the second area being a leading portion in a print medium conveying direction ahead of the first area.