Inside a Local Dog Rescue’s Struggle to Place Black-Coated Puppies

When a recent litter of six puppies became available through Heart Mountain Rescue, the early response followed a pattern the organization has come to expect, but still finds difficult to watch.

The two brown puppies each received more than five adoption applications. The four black puppies received none.

“It was particularly shocking for our team,” said Briana MacLeod, founder of Heart Mountain Rescue. “We’re used to seeing fewer applications for black dogs, but seeing five-plus applications for each brown puppy and none at all for any black dog really stood out.”

The imbalance persisted until the rescue made a second social media post addressing what is often referred to as “Black Dog Syndrome,” a debated phenomenon in animal rescue circles in which black-furred dogs are adopted at lower rates and tend to remain in care longer than lighter-coloured animals.

After the post, interest increased. All of the puppies were eventually adopted except for one: Plum, a black puppy who remains in care.

“This is usually what we see in our experience,” MacLeod said. “Black dogs tend to get fewer applications.”

Heart Mountain Rescue does not formally track adoption outcomes by coat colour on a per-litter basis, but the organization does publish black dog adoption numbers in its annual reporting and has made a deliberate decision to take in black litters when possible.

“We make a conscious effort to intake black litters because we know other rescues may not be as interested in them,” MacLeod said. “They know they’re harder to adopt out.”

The reasons behind that difficulty are not fully agreed upon, but MacLeod points to two recurring factors: how black dogs appear in photos, and how they are perceived by potential adopters.

“Black dogs don’t photograph as well,” she said. “Their dark fur absorbs light, which makes it harder for cameras to capture detail. Facial expressions and features can blend into the background, so the dog can look flat or blurry unless you use very specific lighting.”

That visual disadvantage matters in a system where first impressions are often made through a single image on a screen.

“Their personalities don’t come across in photos the same way,” MacLeod said. “And then there’s the perception that black dogs are more intimidating, which just isn’t true.”

In person, she added, black dogs are “as good looking as any other dog.” The issue, she said, is contrast, not temperament.

Plum, the last puppy still available from the litter, is a case in point.

“She’s the sweetest pup of the litter,” MacLeod said. “She was actually the favorite of the foster and their resident dog, who doesn’t typically love puppies.”

That disconnect between appearance and personality can be frustrating for rescue workers who spend time with the animals.

“It’s hard because we’ve met these dogs,” MacLeod said. “We know how special they are. Sometimes a dog might look more ‘boring’ in photos than another one in the litter but have a better personality. That’s unfortunate.”

The adoption imbalance has practical consequences. Dogs that receive less interest often stay in care longer, requiring additional resources and attention. Heart Mountain Rescue tries to counter that by sharing more videos of black dogs and, in some cases, by encouraging applicants who are interested in lighter-coloured animals to consider others in the litter.

“In this round of adoptions, we asked applicants for the brown dogs if they would consider the black dogs,” MacLeod said. “Luckily, many did after seeing our post.”

She hopes potential adopters will pause before scrolling past a black dog in an adoption listing.

“Black dogs are less likely to get applications,” she said. “If you’re deciding between two dogs, choosing the black one can make a big difference, not just for that dog but for the rescue community.”

For those unable to adopt, MacLeod says sharing posts, especially videos, can help counteract the limitations of still photos.

“A photo doesn’t always do a black dog justice,” she said. “If you don’t connect with their face in a picture, it’s often a camera issue, not the dog. Ask for a video. You’ll get a much better sense of who they are.”

For now, Plum is still waiting. And for Heart Mountain Rescue, her story remains a familiar reminder of how much perception can shape outcomes, even in well-intentioned systems built to give animals a second chance.