On National Brown Dog Day, Focus on What Matters — Literally

Week after week, potential adopters scroll past the rescue brown and black dogs posted online. At the shelter, visitors walk past kennels with no kennel cards displaying engaging photos that would make them stop and take a second look. Moments like this are why National Brown Dog Day exists.

Inspired by such overlooked moments, Debra Loveless Williams founded National Brown Dog Day in 2021. Every February 2, the day draws attention to a daily reality for shelter workers: people often overlook brown and darker-coated dogs, not because of their behavior or health, but because they blend in more easily.

A 2011 ASPCA study of nearly 1,500 adopters found that more than 27 percent of dog adopters cited appearance as the single most important factor in their decision. The way people first encounter dogs can shape adoption outcomes. As many adopters now browse online listings before visiting a shelter, photo quality has become especially important.

Rosie, a brown rescue dog, rides in the back seat wearing a heart-print bandana. Taken in natural light at eye level, the photo captures her bright, attentive eyes and shows how thoughtful photography can help darker-coated dogs stand out in shelters and online listings. Photo by Wendy Kaplar

Darker fur coats absorb light. Fluorescent kennel lighting flattens facial features. Quick photos taken in dim spaces reduce a dog to a dark shape and overlook expression or eye contact. Despite their visual challenges in photos, darker-coated dogs are no less suitable as pets. They are simply harder to see. Fortunately, simple changes can make a measurable difference.

Taking shelter dogs outside into natural light, for example, and photographing them at eye level brings out their facial details and expressions. Even basic reflectors, such as white poster boards, can bounce light onto dark fur. Modern phone cameras work well if the lighting is adequate.

Animal welfare research supports the importance of presentation. A peer-reviewed study of online adoption listings found that higher photo quality, including clear lighting, proper framing, and visible eye contact, was associated with faster adoptions.

Next time you're at a shelter or scrolling online, make a point to notice the brown and darker-coated dogs. Share their photos with friends, volunteer to help with photography, or advocate for them in your community.

How to Help Brown Dogs Get Seen

• Photograph in natural light whenever possible. Outdoor shade or spots near large doors and windows work best. Fluorescent lighting tends to flatten darker coats and obscure facial detail.

• Shoot at the dog's eye level. Kneeling or sitting helps capture expression and creates a stronger emotional connection.

• Use simple reflectors when needed. A white poster board or any light-colored surface can bounce light back onto the face, bringing out features.

• Focus on one distinctive photo. A clear, well-lit image makes a brown or dark-coated dog more likely to be noticed, not lost in a string of indistinct pictures.