The three main factors causing Tone Value Increase (TVI) during printing are: 1. Inappropriate substrate material causing excessive ink absorption, 2. Excessive pressure from the printing cylinders, and 3. Unbalanced ink viscosity (thickness). As a consultant, our advice is to never use a fixed TVI curve across all projects. The amount of Dot Gain is significantly higher on uncoated papers. For these papers, the Production Manager must intelligently lighten the shadow areas during prepress so that the final color after dot expansion closely matches the original target. Production Managers must continuously measure the color bars on the printed sheet using a Densitometer to ensure the press's TVI curve does not deviate from the ISO 12647 standard.