The company (an Australian start-up recently valued at $4.7 billion) sells a software-as-service platform for simplified graphic design, allowing people to create print and digital marketing materials.
That’s Canva’s product. Their purpose, however, is to democratize graphic design – to create a tool that is imbued with such simplicity, it allows amateurs to do things that previously were only in the domain of experienced design professionals.
So “simplicity” is at the core of Canva’s brand, and it’s an attribute that the company tries to weave through its entire customer experience, from an easy-to-use drag-and-drop interface, to its polished design templates, to – yes, even its privacy notice.
The policy is presented in two columns, with the typical lawyer-drafted version on the left and a plain language summary on the right. Here’s an excerpt illustrating that structure:
The two lessons to be learned here transcend privacy notices and are relevant to any written communication that a business sends to its customers:
- There is no such thing as an administrative communication. Everything that’s put in front of a customer (live, digital or print) constitutes part of the customer experience. That includes all the communications that many companies view as “administrative” messaging: privacy policies, terms of service, contractual documents, disclosures, invoices, account statements, benefit summaries, etc. These communications may not be very glamorous, and marketers may not be trampling over one another to work on them. However, the fact is, all of these communications afford an opportunity to advance a brand’s voice, influence brand perceptions and build brand engagement.
If Canva seeks to evoke a sense of simplicity through its customer experience, that attribute will be gradually undermined in consumers’ minds if they continually encounter complex communications from the company. Conversely, if every Canva communication is refreshingly clear and simple, it strengthens the desired brand impression.
It’s an approach that other businesses would be wise to emulate – with any customer communication, however inconsequential it may appear to be.