Problem and Purpose Statement Revision

A slight alteration, but nonetheless the same goal

Problem Statement

There is a growing number of dogs given up on due to their owner’s inability to care for financial, social and relocation reasons; however they do not know how to safely re-home them.

Purpose Statement

The purpose of this study was to design a communication tool for individuals, who have to give up their dog but are uninformed on how to find and evaluate good potential adopters.

Contacting Craigslist

After receiving feedback from my presentation and the roadblocks encountered by Craigslist, I decided to modify my thesis a little bit so that not only Craigslist users can benefit, but communicate to anyone re-homing their dog (the internet has been a rich and easy resource as a classifieds medium), that way, the banners are not just limited to distribution on Craigslist. I will have to modify my content a bit to speak to a wider audience but set my scope to an online target audience. My channel of distribution would be social networking sites (according to the PR manager for SFSPCA this is a cost efficient and wide-reaching way to distribute and get the word out), dog forums and blogs, and posting it on Craigslist as a user post similar to how Rocket Dog, Family Dog, Muttville, SFSPCA and other rescues/fosters/shelters etc advertise their cause.


Craigslist has been a difficult one to contact if no one is on the other end but an answering machine or an email that never responds. Unfortunately, I cannot put my project on hold until I hear from them so I have to move onwards and keep working until or if they ever respond.

I found their info from contacthelp.com since the actual Craigslist site does NOT post any information to contact them at all besides the "help" email

Phone:

800-664-0633

How to reach a live person:

Dial extension 4357

Hours of Operation:

Mon - Fri: 8:30am - 4:30pm PST

Email:

help@craigslist.org

I also found craigslistfoundation but they're a separated organization from the site
on their about page "We are unable to respond to inquiries or issues regarding craigslist.org."

Suite 200, 989 Market Street, San Francisco, California -

(415) 278-0404

MY FINAL IDEAS!!!

It's mostly an orange, yellow and brown color palette. Here's my justification:

Warm color scheme: evoke emotions of warmth and comfort

White: white space with bright colors adds salience and creates focus. (thus I used this for the opening paragraph)
Safety, purity, cleanliness. Positive connotation. Represent successful beginnngs. Appropriate for charitable organizations. Use for background color.

Black: strength and authority. Use as type face color.


Brown: suggests stability. Use as main design color.

Orange: joy, sunshine, enthusiasm, happiness, determination, attraction, success, encouragement, stimulation. Symbol of strength and endurance. Use as main design color.

Yellow: attention getter; good for highlighting the most important elements of design. Pleasant and cheerful. Unstable and spontaneous (not for promoting stability and safety). Use minimally for accents and highlights.

My typeface!
Verdana:

It is a web-safe, humanist, sans serif typeface that is widely available and known to be easily readable. It was designed to be used on the pixel-based screen. Its pixel patterns have a wide body which makes it good at both small and large sizes. It is characterized as modern, friendly and professional.

Recommended font size: 11pt type size and 13 pt leading
According to webstyleguide.com this size and leading is the most balanced and comfortable to the eye for body copy read through the screen. The more comfortable your readers are, the higher your reader retention will be for your website. However the site also suggests that larger type and spacious leading are good for smaller amounts of text