Post by: Lydia Tissandier, Curiosity Advertising Design Intern
Modern American designer Charles Eames once said, “Recognizing the need is the primary condition for design.” In other words, it isn’t until we discover a need that we realize it ever existed in the first place.
It has always been a struggle for design to be recognized as something that is not an optional asset, but a necessary part of business. As a design student and intern, I’ve seen the fast-changing nature of the design world. With the expansion of our tech-savvy generation, we are all witnessing an expansion of a perspective that values attention to detail and quality. Great design exhibits quality, and if it isn’t an integral part of your work, you’re losing credibility in the eyes of this upcoming audience.
The problem businesses are facing is the quantity of visual work that needs to be created. Companies must create media that visually conveys the company’s brand in a short amount of time to post on various types of social media. It has become a vital part of establishing a company’s identity for the younger audience.
Canva is an online design tool that is created for designers and non-designers alike. It is intended to be intuitive enough for people unfamiliar with design programs to use, while still holding the necessary tools to create beautifully designed media.
So why does Canva have vision? Between the months of December and May it experienced 65 percent growth in users. Canva stands out because the creators can see the problem. They know that everyone needs to be able to execute design on some level. Social media posts are created in such volume that having every single post created by a designer is inefficient and sometimes impossible for businesses that don’t have the funds or resources for such skills.
This means that small or locally-owned businesses can have well designed advertising and media posts even if they don’t have the resources to pay a design team. For a large company, it means designers can spend less time doing work that anyone should be able to do without the need for everyone in the office to have Adobe Creative Suite.
Curiosity Advertising, like many other companies, has seen Canva as an opportunity to improve work productivity. With the need for social media content, it was necessary to find a strategy to help lessen the workload. By using Canva, designers create templates that are accessed by anyone to change the content and be posted. Through this strategy there can be limitations but also strengths. While the program offers seemingly limitless opportunities for the everyday person, the designer may feel very restricted when creating. For example, with limited amounts of Google fonts, it may be hard for a creative agency like Curiosity, to match their client’s brand.
In Canva’s defense, it started as a tool to help people create their own media. However, the founders aren’t blind to what their creation has become. As of now, over 200,000 companies and organizations use Canva. It’s because of this growth in the business market that this year Canva is releasing a version of the online tool called Canva for Work. Though the details of the program offerings are currently on lockdown, don’t turn a blind eye to this up-and-coming program.
Canva could be the design savior that companies want and need. It continues to survey current users on their experiences using the program, in development of Canva for Work. While the program’s features remain unknown, it’s clear that Canva is tuning in to its user’s needs and wants to get things right the first time.