System(s) and method(s) for controlling a rate of consumption of printing material are described. The method includes receiving an image to be printed or copied and converting the image into a plurality of pixels. A value of a pixel, from among the plurality of pixels, is compared with a predefined threshold value. When the value of the pixel is below the predefined threshold value, a black pixel indicative of a pixel with printing material is generated. An error between the value of the pixel and a value of the black pixel is determined. The error value is multiplied by a gain value and then the weighted value of resultant is distributed among neighborhood pixels. The gain value is varied to control the rate of consumption of the printing material, as the consumption of the printing material is reduced when the gain value is increased.