White and lighter colored dogs often have visible reddish, rusty looking tear stained areas. Dogs with bigger, rounded eyes create more tears than dogs with standard almond shaped eyes. They just do. The more tears your dog creates, the wetter their face will be and the more prone to tear staining they will then be. Tears oxidize with air and create rusty looking stains. IMHO, what the dogs is fed also contributes to the tear staining (more on that in a bit).Of course, thoroughly cleaning the dog's eyes and face will help the appearance. Some of the lighter staining will be removed and your dog's face will look brighter. Cleaning a dog's eyes and face also loosens some of the stained, weaker hair and removes it, which helps lighten the coat.