Flourish! Our redesigned blog makes its debut

Guess what?

Yesterday marked the start of our “new look” blog. We’ve been working for over a year to identify and implement improvements that we believe will afford you a more interesting, pleasing, and inspiring experience.

First of all, we’ve made better use of our photos. We eat with our eyes, right? So a greater number of better, brighter pictures are an enormous plus, one we hope will entice you to dig out the mixing bowl, open the flour canister, and turn on the oven regularly.


Next, we’ve improved search (i.e., it’s easier to find what you’re looking for). Racking your brain trying to figure out where that Brooklyn cheesecake blog post is, the one showing all the steps? Rack no more. Simply type “cheesecake” in the search box atop any blog page, and you’ll quickly find that special post you’re looking for.


Happily, our new format for leaving feedback lets you speak to one another – reader to reader – all in one “conversation,” rather than in separate, disconnected comments. So when Cindy wants to share with Sue her special method for roasting pumpkin, she can – right there in the same comment block.


And for all of you tablet (e.g., iPad) and mobile (smartphone) users out there, great news: our new design is both phone and tablet friendly. No more tiny words and scrunched-up photos; check this post on your phone, and you’ll see what we mean.

But don’t worry, desktop computer users; we haven’t sacrificed any of the commodious space on your screen in order to accommodate our mobile users. Instead, you’ll find that we’ve used even more of the side-to-side width of your monitor than we used to – the better for you to see every detail of that butter melting atop the blueberry pancakes! All of that said, we’re currently experiencing an issue with the width of photos compared to copy; so understand we’re identifying ways to smooth out the somewhat “raggedy” look you might see while perusing a blog post.


Finally, we’ve changed our blog’s name. Maybe you didn’t even know the King Arthur Flour blog had a name; it went through a couple of title changes in its six years of existence before we simply stopped using any official name.

But now, with its rebirth, our blog has a brand new name, one we think represents all of our wishes for both the blog, and King Arthur Flour: Flourish.

Maybe you read it “flour”ish, as in flour. And indeed, that’s part of it.

But we’re thinking Flourish as in nourish, which is what we all strive to do with one another every day, isn’t it? Each time we bake a loaf of bread, a batch of cookies, a birthday cake, we nourish our families, our friends, our communities, and everyone with whom we share the bounty of our kitchens.

Our blog’s new identity reflects King Arthur’s mission to not only inspire your baking, but to help you, our readers, be the best you can be – in your kitchen, your home, and your community.

May we all Flourish!

We’d love your feedback on our blog’s new look; please add your comments below. Thanks!

PJ Hamel

PJ Hamel grew up in New England, graduated from Brown University, and was a Maine journalist before joining King Arthur Flour in 1990. PJ bakes and writes from her home on Cape Cod, where she enjoys beach-walking, her husband, two dogs, and really good food!


  1. Jennifer

    The only major annoyance I have with the new design is that the Previous and Next Post buttons are now immediately after the end of the post but not also at the top. Muscle memory keeps making me scroll all the way back to the top of a post to read the next one, but that will go away over time. However, I feel that having the links at the top was also more convenient…I’m not a web designer, though.

  2. Eileen

    One more thing I just found- I expect buttons to share a posting to Facebook or another service to be at the end of the post or another location right on that posting. When I see it on the left rail or another site section I expect it to take me to your place or page on that service. Yours is now set up the opposite. It’s not the biggest deal in the world but I can see it’ll trip me up a good bit. You know however cool a feature is, when it goes against convention it means folks will have to work harder at learning & using your site. Just a thought 🙂

  3. Eileen

    Well, this is my 3rd time here since the change so I feel ready to comment. I appreciate all the work y’all do and did on this. Really I do, but… this isn’t a change that’s working well for me. Though not an early adopter I use loads of sites & techs, and I’m usually fine with updates. What I’m frustrated with is a focus on form & eye-candy over function, and with changing from function that works to function that doesn’t work as well.

    I don’t get the chance to read everyday so I’m usually trying to find & read posts from several days back. I also use the search quite a bit when trying to find recipes I liked but wasn’t smart enough to save at the time. I read a good many comments & answers, and sometimes comment myself. When I do comment it’s sometimes long, so formatting is a big help.

    – I like the more modern title typography

    – I do like the threaded comments. I think it’ll make answers to questions much easier to find & follow.

    – I appreciate yummy pictures in general and ones marked with dates & set to bring up the title are even better 🙂

    – There’s still an archive, though it’s not that easy to find if you don’t know what you’re looking for.

    – I greatly appreciate the multiple, prominent links to GF content- thanks so much!

    – The contrast levels are still good, so reading is easy.

    – Though I don’t read this with my phone or tablet I can see how some of the formatting changes would improve that experience.

    – The top level seems really busy. It *is* a more modern look in that lots of sites are doing the square picture multi-link thing. But the business is hell on usability so I wish y’all weren’t jumping on that bandwagon. If y’all decide to leave it like this please minimize category changes.

    – The header is really, really big, even for the top level. It makes for lots of senseless scrolling! Please make it a least a bit smaller there, and a great deal smaller on the inner pages.

    – We seem to have lost the comment formatting features, or at least they’re not clearly visible. There’s still no preview or edit feature, either. Both make comments much richer & decrease errors.

    – It’d be great if the “see all posts” button were on all pages, maybe in the right side navigation group. It’s a little weird having to go back to the top level to get to the archive. Adding the word Archive to it would make it clearer what’s meant because that’s the convention. Also, I’d appreciate it if all the postings were there, not just the ones after the top level. The bottom page strip shows as page 2 instead of page 1 of the archive… why so many differences from accepted best practices?

    All in all, not my preference. I hope there’ll be some tweaking to improve function, especially in the archive. Thanks for the time & all the efforts!

  4. Kathyupnorth

    Your new “See all posts” is pretty confusing. What it really seems to mean is “See all posts except the most recent six or so that are posted on the main page.” I’d like to see you repeat those ones on the “See all posts” page as well. That way, if I’ve been away for a while and have a bunch to read, I get them all at once!

    (I really miss the old blog style, but I guess the update was bound to happen. We’ll all get used to it eventually!)

    1. Susan Reid

      When you click on the blog’s home page, a popup screen will appear asking if you want to subscribe. When it does, you enter your email. That’s it! Susan

Post a comment

Your email address will not be published. Required fields are marked *