If you are in good health and have no major problems then puffy eyes and dark circles may be hereditary. However, there are measures you can use that can reduce the condition quite considerably.
Using Acupressure
work on both eyes at the same time. Focus on the inner, middle and outer points of the brows. Place the index finger on top of the middle finger and firmly press for a count of 5 on the individual 3 points on the brow.
Good circulation and drinking lots of water is essential, not just the face/eye area but the body too. Caffeine, alcohol, salt and sugar content should be kept to a minimum at least for a period of time as this will help reduce dark circles and puffiness. Of course stress and lack of sleep can play a big part.