First fix VTA, as DeKay is probably right. As you lower it down the sound will become more and more balanced. You will know you have gone too far when you start to lose top end detail and the bass and overall sound becomes too warm and round.
Then fine tune VTF. For this you need to stay within the manufacturers range but anything within that range is fair game. So go with what sounds best. This will not be as big a difference as VTA but every little bit....
Finally, experiment with loading. High values are called low load, low values are high load. The more you load a cartridge the more you lower the top end compared to the bass. The difference can be huge. But do VTA and VTF first.
Then fine tune VTF. For this you need to stay within the manufacturers range but anything within that range is fair game. So go with what sounds best. This will not be as big a difference as VTA but every little bit....
Finally, experiment with loading. High values are called low load, low values are high load. The more you load a cartridge the more you lower the top end compared to the bass. The difference can be huge. But do VTA and VTF first.