HASHTAGS, BLEEDS, AND BATTLE LINES - Canva vs. The Printers

One warm summer afternoon at a cozy little gathering around a friends pool, a conversation sparked about the changing tides in the marketing world. My friend, a seasoned employee at local print shop, poured her heart out that afternoon, voicing her frustrations about a phenomenon that's rapidly changing her industry: DIY design apps, with Canva leading the pack.

The Frustration Behind the Pixels
Her voice carried a touch of resentment, a dash of concern, and a heap of disappointment. She shared her amazement over users who, seduced by the convenience of these digital marketing apps, deemed their creations 'print-ready'. "They don't get it," she sighed, "The bleed, the size differences, the logistics of printing—these things matter." She felt decades of expertise being brushed aside by a wave of novices armed with digital templates and a smattering of design knowledge.

As a digital marketing freelancer and an avid Canva user, I found myself on the defense but sensed it was obvious and left it alone, to listen. It was hard not to feel that her frustrations were targeted at me and the countless others embracing digital tools. So, I did what any digital enthusiast would: I pointed out that Canva had the capabilities to print and deliver the materials, bypassing traditional printers altogether. But seeing the devastation on her face, I instantly regretted it.

The Resistance to Change
She was retiring soon, and she wasn't interested in learning anything new. This statement left me wondering, was her resistance to change an isolated sentiment or a reflection of the industry at large? Were others in the print business equally unwilling to adapt to the digital revolution, even if it meant being left behind?

The New Normal: Embrace or Perish
The reality is the world of small business marketing is evolving. Canva and similar apps are a part of that change, democratizing design, simplifying the process, and drastically cutting costs. They're reshaping the marketing landscape, much to the dismay of traditional printers and designers. The undeniable convenience of these apps has attracted a multitude of small businesses. Furthermore, the majority of these apps now integrate seamlessly with a range of AI tools, simplifying tasks such as copywriting even for beginners. However, individuals who have invested time in acquiring specialized skills have an edge. Not only do they possess foundational knowledge, but they can also enhance and extend their skills more effortlessly, potentially reaching heights they previously deemed unattainable.
​
But while this change may be uncomfortable for some, it is not a death sentence for the printing and graphic design industry. Far from it. It's a wake-up call—an invitation to adapt and evolve, to explore new avenues and services that can add value in ways digital platforms can't.

Adapting to the Evolution
Some print shops are already heeding this call. They're differentiating themselves, offering personalized consulting, custom print jobs, unique finishes, and venturing into the realm of digital design. Graphic artists are highlighting the value of professional creativity that goes beyond templates, demonstrating a deep understanding of design principles and trends. In doing so, they're proving that there's a space for both traditional and digital methodologies in this new era.

The Lesson from the Poolside
The conversation that day was a reminder that change, while inevitable, can be daunting, especially when it threatens to disrupt decades of established norms. However, as we continue to navigate the digital revolution, it's essential to remember that adaptation isn't just about survival; it's about staying ahead of the curve.
To my friends in the print industry, I say this: The digital marketing revolution is not a threat; it's an opportunity—an opportunity to learn, to grow, and to redefine your role in this changing landscape. And to my fellow digital enthusiasts, let's remember to value the expertise of those who came before us. Because in this ever-evolving world of marketing, there's room for us all.