Nutrition in Bloom Case Study

Nutrition in Bloom

Opt-In Redesign

Rachel Rothman, MS, RD, CLEC, is a nutrition coach who helps families foster a healthy relationship with food for their children and entire family. She created Nutrition in Bloom to work together with parents to teach her evidence-based approach to transform the feeding difficulties of a picky eater into general healthful nutrition. You can check out more at nutritioninbloom.com.


Rachel has great information that many mother’s would love to get their hands on. She had a sneaking suspicion that it would overwhelm her readers, and she was right … although not exactly the way she was thinking.


The information she had was perfect. If she would have cut anything out, it would have left the reader hanging.

The Challenge

In the world of free opt-ins … or well, any content for that matter, the more complex something is, the less likely your viewer will want to read it. If they aren’t interacting with your content, you won’t create the relationship with your audience you hoped for.


Again, Rachel’s content was great, but the overall look of the PDF did not reflect the light, inviting feel of her business. It looked overwhelming to absorb the information.

What was missing

In the world of free opt-ins … or well, any content for that matter, the more complex something is, the less likely your viewer will want to read it. If they aren’t interacting with your content, you won’t be getting the sales you hoped for.


Again, Rachel’s content was great, but the overall look of the PDF did not reflect the light, inviting feel of her business. It looked overwhelming to absorb the information.

A New Approach to the Design

It was important to capture the kind, approachable look of Rachel’s brand.

I started with creating the guideline for the paragraph text since that is the majority of what an ebook contains. From there, you can always scale up with your point sizes. Don’t skip on setting a breathable leading (line) height. This is just as important as your text size.


Another thing we were able to change was breaking apart some of the paragraphs so that it had the rhythm of the way it was spoken. Those hard-hitting points of info stood alone on one line, even if it was only a 3 word sentence. We were able to give it an impact at 12pt.


It’s a great reminder to write the way you speak.

From there, we increased the font size to allow for emphasis of information that needed to be highlighted but didn’t fit anywhere else. I set it up to be a thin font so that it contrasted from the headlines that it sat between in the guidelines.


Next, the subhead was set up so that it could easily differential one section of the 4 main steps from the next. I chose to make this subhead all caps to create a new texture that would again, have it’s own identification within the text. You can get away with doing all caps when you use one sentence.


I removed the photo she was using behind her headline. I knew she was looking to add emphasis to the headline by using those photos, but it was doing the opposite of just that. Because the font color of the headline was a similar level of saturation as the photo, it took away the contrast and cause both items to visually conflict with each other.

How the design helped

We set up a set of design and typography guidelines so that she could easily recreate the look and feel of the pages that I set up. She now didn’t have to worry about figuring out what fonts to use, what size is appropriate, or how all of these things work together to be sure the reader follows the information clearly.

We were also sure to add a nice wide margin-space to the eBook. This allows the book to easily be 3-hole punched and used by the reader.


The design now reflects the inviting, wholesome tone of Rachel and her website.


TESTIMONIAL

I can’t say enough great things about working with Michelle! As a small business owner with no design experience, I was feeling so stuck on creating a lead magnet for my business. Although the content was in my mind, I wasn’t able to visualize this in the way I wanted to. That’s when I found Michelle. She took my branding and helped me create a lead magnet I cannot wait to send out. She was really able to visualize what I wanted to create and create it. I was amazed as to how quickly she seemed to understand my business, exactly what I was hoping to accomplish, and make it my own. She was so supportive, responsive,  and easy to work with through the whole process. Having Michelle help me with this has taken a huge weight off my shoulders and I can focus on my business. I can’t wait to work with Michelle on my next project.

Rachel Rothman

Pediatric Dietitian and Feeding Expert

Nutrition in Bloom


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