Canva: The good, the bad and the ugly
Any marketer remember clip art and the horror that descended when some well-intentioned but misguided colleague became its most ardent fan? Packages like Canva are light years ahead – and come with many benefits. But they also have potentially costly and damaging implications for brand integrity.
Canva: The good, the bad and the ugly
Any marketer remember clip art and the horror that descended when some well-intentioned but misguided colleague became its most ardent fan? Packages like Canva are light years ahead – and come with many benefits. But they also have potentially costly and damaging implications for brand integrity.
As a designer with more than three decades’ experience, I’ve had the opportunity to witness the evolution of graphic design tools firsthand – and more than once. Despite my background, I do not sit squarely in the anti-Canva camp. It, like many other tools - serves a purpose in the design world.
Canva is widely recognised for its user-friendly platform and diverse range of templates, making it accessible to individuals without graphic design training. However, its popularity raises the question: is this accessibility a double-edged sword? Just as we can all use a calculator without being accountants, the ease of Canva may have its drawbacks.
THE GOOD
Canva's allure stems from its simplicity and accessibility. Its user-friendly and intuitive interface eliminates the need for design experience. It is perfect for crafting a variety of content, from social media posts to presentations, invitations, and websites. With its extensive library of templates, images, fonts, and icons, Canva facilitates a seamless starting point and swift progress. That includes:
• Affordable pricing
• User friendly interface
• Extensive template library
• Collaborative features
• Easy access
THE BAD
So when is Canva bad? It’s not necessarily bad but it’s not without its limitations and therefore rarely the best choice. It may be an easy-to-use graphic design tool for the novice but falls short by some margins when compared to the likes of Adobe - and this is why it is not the designers tool of choice.
As professional graphic designers, we want to use the best software available to create powerful designs accurately representing our client’s brand. Asking us to use Canva instead of Adobe would be like switching from a jet plane to a bicycle, yes, it’s easier to use because there are fewer controls, but you can’t go as far on it. Here is a snapshot of the platform’s fallibility from the professional designer’s perspective:
• Brand consistency challenges
• Lack of advanced features
• Limited customisation
• Limited file compatibilities
• Limited typography options
• Poor stock image quality and search functionality
• Limited colour options
THE UGLY
I want to emphasise the impact discussed here is not attributed to Canva alone. Canva serves as a tool with its own set of advantages and drawbacks. DIY design tools, including Canva, offer either free services or affordable subscriptions, and this accessibility comes with a caveat. The key concern lies in identifying designs created by untrained users and the content they generate.
For organisations with non-designers utilising Canva, there exists a hidden cost. Enthusiasts may unknowingly transition from creating simple online graphics to unintentionally diluting their organisation's brand. In today's digital landscape, platforms like Canva have revolutionised design, granting individuals with a computer and internet access the ability to craft visually appealing content without formal design training. While this empowerment is commendable, it also highlights a significant issue.
Non-designers entering the realm of producing marketing materials using Canva risk inadvertently tarnishing their organisation's brand. This unintended consequence has a direct impact on a company's overall image. The democratisation of design through tools like Canva has certainly expanded creative opportunities, but it also underscores the importance of upholding brand integrity and professional standards in all visual content creation efforts.
Lack of design consistency
One of the most crucial aspects of branding is consistency. Consistent use of logos, color schemes, fonts, and imagery across all marketing materials helps establish a recognisable and professional image. Professional designers are trained to adhere to brand guidelines and ensure every piece of collateral aligns with the brand’s visual identity. Non-designers, however, might not fully understand these guidelines or might disregard them, leading to potentially dangerous inconsistency.
Canva’s user-friendly interface and vast template library often tempt non-designers to choose designs that look appealing in isolation but don’t necessarily fit with the established brand identity. This inconsistency can confuse customers, weaken brand recognition, and diminish the brand’s perceived professionalism.
“Poorly designed materials in Canva can lead to negative perceptions among customers and stakeholders, eroding trust and loyalty. Over time, these issues can accumulate, diminishing the brand’s reputation and reducing its perceived value”
Inappropriate use of templates
Canva provides a plethora of templates for various purposes, from social media posts to brochures. While these templates are convenient, they are also widely available to other users. When non-designers use generic templates, the final product can end up looking like countless other materials created by different organisations, leading to a lack of originality.
Moreover, non-designers might not customise templates effectively. For example, they may fail to adjust the layout to fit specific content needs or overlook how the template’s design elements interact with the brand’s color palette and fonts. This can result in designs that feel generic or out of sync with the brand’s established look and feel.
Poor quality and technical issues
Even though Canva offers a range of tools, non-designers may not have the technical expertise needed to produce high-quality output. Design elements such as resolution, image quality, and file formats can greatly affect the final product. They might overlook these aspects, leading to pixelated images, poorly aligned text, or other quality issues that can harm the brand. Professional designers understand how to prepare files for various formats and platforms, ensuring everything looks crisp and professional. They are also skilled in troubleshooting technical problems that might arise during the design process. Non-designers, lacking this expertise, may inadvertently produce materials that do not meet professional standards.
Missed opportunities for strategic branding
Design is not just about aesthetics; it’s a strategic component of branding. Professional designers ensure every design element supports the organisation’s branding goals. They consider how designs fit into broader marketing campaigns and how they can influence audience perception and engagement.
Non-designers using Canva might focus on aesthetics without considering the strategic implications. For example, they may use trendy fonts or colors that do not align with the brand’s messaging or target audience. This can result in materials that look good but fail to effectively communicate the brand’s core values and messaging.
Ineffective communication and messaging
Effective design is crucial for clear communication. Professionals are trained to use design elements to enhance readability and convey messages clearly. They understand how to organise information, choose appropriate typography, and use visual hierarchy to guide the viewer’s eye.
Non-designers, on the other hand, may not have the skills to design for effective communication. They might create cluttered layouts or use confusing graphics that detract from the message. This can lead to marketing materials that are not only visually unappealing but also fail to communicate key messages effectively, potentially confusing or alienating the target audience.
Branding through design choices
Design choices can greatly influence how a brand is perceived. Professional designers are adept at making choices that reinforce the brand’s identity, evoke the right emotions, and resonate with the target audience. They are also trained to avoid design pitfalls that could negatively impact the brand’s image.
Non-designers might make design choices that are more about personal preference than aligning with the brand. They might choose colors, fonts, or imagery that do not reflect tone or values. This misalignment can lead to branding that feels disjointed or inconsistent with core messaging.
Long-term impact on brand equity
Brand equity is the value that a brand adds to a product or service. It is built over time through consistent, high-quality branding and positive customer experiences. When non-designers create inconsistent or low-quality marketing materials, they can undermine the efforts of professional marketers and harm the brand’s long-term equity.
Poorly designed materials in Canva can lead to negative perceptions among customers and stakeholders, eroding trust and loyalty. Over time, these issues can accumulate, diminishing the brand’s reputation and reducing its perceived value.
Conclusion
While tools like Canva offer accessible options for creating marketing materials, entrusting branding tasks to non-designers poses risks in the B2B world. Inconsistencies, low quality, missed opportunities, poor communication, and brand misalignment can all harm an organisation's brand. To maintain a strong brand image, involving professional designers is crucial. They understand branding nuances and can ensure every marketing material aligns with the brand identity, contributing to long-term success.
If your organisation relies on Canva or similar tools for producing marketing assets due to either a limited budget or the absence of an in-house design department, it may be unknowingly facing negative branding outcomes. DHD provides a brand guardian service to address this. Before sharing your creations online, visit BRANDCHECKERSM and follow the two simple steps in order to receive a report from an experienced designer so that you can ensure every marketing material aligns with your brand identity, contributing to long-term success. Alternatively, if you have created visuals in-house using DIY design tools and need them progressed to a finished state or formatted for print, please contact the studio to discuss further by emailing brandchecker@dh-design.co.uk.
- Send an email to studio@dh-design.co.uk titled ‘Brand quality belt and braces’. Within the email give us your log-in details to Canva and supply a link to the asset that needs checking. Include a link to your organisations brand guidelines.
- We will review the file within 24hrs and email back estimated cost which can be as little as £30.
- As soon as we have been given the go ahead your file will be amended in line with your brand guidelines and sent back.
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