The morphology of nickel oxide through reduction under various, controlled conditions was investigated. The reduction process increased the specific surface area of samples from 0.03 to >2 m2/g linearly until ~80 % completion, when it plateaued. Nickel oxide samples with varying concentrations and types of impurities, most notably copper (0.13-5.18 %) and sulfur (0.005-0.36 %) were analyzed to determine their effects on product morphology. The presence of copper impurities had the greatest impact specific surface area, which ranged from 2-6 m2/g between samples after being reduced at 400 °C. The addition of nickel sulfate also increased the specific surface areas by a factor of 1.5-2 by decreasing the rate of sintering. Each type of nickel oxide had a temperature range where the nickel/nickel oxide’s porous network was in a way maintained that depended on the concentration of the sulfate.