So remember, in TLC, we have a stationary phase and a mobile phase. The stationary phase we usually see is made up of silica gel or alumina which are very polar. The mobile phase can range from non-polar to very polar solvents. We pick the solvents based on whatever we know about the compound we are trying to separate.
The polar molecules in the compound will be attracted to the silica gel while the more non-polar molecules will stay in the solvent (mobile phase). Let's say if you developed a TLC plate and you saw all the dots very close to the bottom of the plate. This means that the solvent wasn't polar enough to kick off the polar compound off the silica or alumina and move it further up the plate. So in this case, you would have a lower rf value since the molecules did not travel far.
We could then increase the polarity of the solvent which would help "elute" the molecules and move them further up the silica plate. This would result in larger rf values.
And if you need further clarification:
Given two compounds that differ in polarity, the more polar compound has a stronger interaction with the silica and is, therefore, more capable to dispel the mobile phase from the binding places. As a consequence, the less polar compound moves higher up the plate (resulting in a higher Rf value). If the mobile phase is changed to a more polar solvent or mixture of solvents, it is more capable of dispelling solutes from the silica binding places, and all compounds on the TLC plate will move higher up the plate.