Canva is one of the best design tools for non-designers. Indeed. No, in no way are we saying that the resource is not good or should never be used. However, as an agency that has been in the market for eight years serving dozens of clients, we need to clarify some points when it comes to professional design.
First, let's talk about the platform's strengths: it's free and simple. Of course, we have the Canva Pro version, which has a monthly fee, but many features are available in the free version. It has an easy-to-use interface and can be a great troubleshooter when you need it.
In short, it is a tool for beginners who have a shallow knowledge of design and want to start building their image and a small strategy in the communication channels, in an amateur way, in a “do it yourself” (or DIY) style. But we have already made it very clear that this has a limit.
A company needs branding, strategy and, through visual identity, communication tone, channels and networks that it uses to communicate and transmit information to the public, conveying concept, exclusivity and concern for what it does. That is where we get into one of Canva's first disadvantages: you do not convey the real concepts of your brand.
And why can't I manage to do that? Have you ever wondered how many people use Canva's free pattern to create a conceptless logo? That is why branding, concept and identity do not work with ready-made patterns, because they are exactly what they purport to be: ready-made templates that everyone can use and, in the end, you find several company communication channels that are similar to each other, identical logos without identity and concept and brands with huge potential with a weak identity.
We have already written an article about how design can add to your communication strategy. Click here to access the contents!
Rick Garcia, managing partner and creative director at MAVERICK 360, who is also an art director, designer and advertiser, highlights the lack of identification. “It is not an original work. It has not been originated from the branding of your work, it does not demonstrate its own identity and is the result of something standardized. So it would not be hard to see art very similar to yours out there. For those who wish not to invest in something PROFESSIONAL, Canva is a good way to not lose SO MUCH in terms of quality.”
One of the agency's designers, Bruno Moraes, also explains that he has no problem using the app, as it can be a great “troubleshooter” as it can be opened on a cell phone. However, it must be used carefully and sparingly. “I have no preconceptions against the app itself, but with the fact that they think that, because it makes everything "easier", creation should be like this. The creation process involves study, technique, references, research and a depth that Canva will never give you. Creation is, in addition to many things, built on concepts and differentials”, states the professional.
Finally, our mentor and partner explains that there is a design maxim that says that the platform does not matter, what matters is who is behind it. A designer makes art even on dusty glass in the car, makes beautiful things even in Excel or Paint. Tools serve to improve or optimize the work, but art is the professional who does it.