Navigating Industry Shifts: Canva's Acquisition of Serif Affinity
2024.03.26
I knew Serif Affinity was something special when I first found it about a decade ago as a fresh college graduate with student debt looming over my head, no job prospects, and no money for the then newly released Creative Cloud subscription.
Canva acquiring it is further proof that it is indeed something special. Unfortunately, acquisitions in the design industry have a long history of not being good news for the users — typically gutting the acquired software before decommissioning it entirely. So it is not unsurprising that for many in the design community, this announcement is not welcome news. It is hard to say what is on the horizon for this incredible software, but I am cautiously optimistic about this acquisition. Canva is often looked down upon by professionals, as its customer-based trends towards those who pretend to be designers rather than those who actually have the design skills. However, some of the disdain for Canva is snobbery and gatekeeping, something I am not particularly fond of as it is our skills and the results we deliver that truly matter.
Designers like professionals in any industry need to be flexible and adapt to the market changes around them. This acquisition primes Canva to potentially disrupt Adobe’s monopolistic hold on the design industry. It will be interesting to watch how things unfold over the next several years as this could be a very good thing and open doors for creatives of all sorts. Recently, the Federal Trade Commission (FTC) sued to stop the merger of Albertson and Kroger as well as raising concerns regarding Apple, Google, and Meta we can expect that Canva won’t be trying to merge with Adobe anytime soon.
Assuming Affinity is indeed here to stay, Canva being a subscription-based company and Affinity being one-time purchase software is certainly concerning for those of us who abhor subscription models and actively avoid them — a key reason many have found and are using Affinity in the first place, myself included as software as a service is not always a good use of money for the end user. This difference could signal a misalignment of cultural values. Then again making design tools accessible to all seems to be a value both companies share and something I wholeheartedly agree with.
Knowing Canva’s business model is subscription-based, I anticipate that a subscription will be introduced at some point. In an ideal scenario, despite the introduction of a subscription model, the Affinity Suite will still be offered for purchase at a one-time cost. Much like CorelDRAW is available as an annual plan or one-time purchase where users would only need to make a new purchase for subsequent versions. Should a one-time purchase option remain available we should expect it at a higher price, as the current pricing is unsustainable. Serif has been charging far too little for this powerhouse suite of design tools. However, for an Affinity subscription to be successful, it must be affordable and in proportion to what is offered, otherwise, there is no value in choosing it over Adobe which is still the industry standard.
Furthermore, another concern many current users of Affinity have surrounds the possible integration of AI images. There is a lot of debate on the ethical use of AI images, particularly for use in commercial works. If and how that is implemented is going to be something to watch. It is critical for the use of AI technologies to respect the dignity of work and the rights of workers who create art and design. Some designers neither want nor need AI Image generation capabilities which if implemented will surely increase the price point of the software further.
Looking ahead to the future there are some things we might have to look forward to such as Canva and Affinity working seamlessly together, much like how Adobe Express (formerly Spark) works with other Adobe products. Additionally, we could see an expansion of job opportunities for designers in small businesses and non-profits utilizing the Canva arsenal of tools. Experience with Canva is already showing up more and more in job requirements.
Many of my colleagues working in communications are required to produce graphics and layout documents for publication, despite lacking a background in design. They are currently using Canva to assist them in their tasks. Additionally, I hope that if the Affinity suite becomes integrated into Canva, my colleagues will consider using Affinity Publisher for their desktop publishing needs instead of relying on the cumbersome Microsoft Publisher that many of them currently use and was announced will be discontinued in October 2026 — a recommendation I have made for small businesses and non-profits for several years.
As we navigate the evolving landscape of design software and industry mergers, it's clear that change is on the horizon. The acquisition of Serif Affinity by Canva sparks both apprehension and hope within the design community. While concerns about subscription models and the ethical implications of AI integration persist, there's also the potential for greater accessibility and collaboration in the design world.
As professionals, we must remain adaptable and open-minded, embracing new tools and opportunities for growth. Whether it's through the seamless integration of Affinity and Canva or the emergence of new job prospects, the future holds promise for designers of all backgrounds.
Ultimately, as we strive to deliver impactful results and uphold the integrity of our craft, let us continue to advocate for tools that empower creativity and innovation. With this mindset, we can navigate the challenges and opportunities that lie ahead, shaping a brighter future for the design industry as a whole.
As for me, assuming Affinity remains a high-quality software with the right price tag, subscription or not I’ll probably stick around. Nevertheless, I will always be on the lookout for viable, professional, non-subscription tools and will not hesitate to learn them and add them into my design toolbox.
