Comparing Design Tools for Marketing Teams
Marketing teams today need robust design capabilities to create visually compelling campaigns. With the rise of design-driven marketing, having the right tools is critical. This post compares two leading options—Figma and Sketch—to determine which ones is the best option to power up your marketing team.
By the end of this blog, you’ll have a clear sense of which platform may be best for your team’s needs. Figma and Sketch are top contenders when it comes to feature-rich design tools for marketers. Read on for an in-depth look at how they stack up.
Figma Overview
Figma is a cloud-based design platform built for collaboration. Launched in 2016 by Dylan Field and Evan Wallace, Figma pioneered real-time co-editing in a browser.
Key features include vector graphics, prototyping, commenting, and team libraries. Figma offers free and paid plans starting at $12 per editor/month.
A major advantage over installed apps like Sketch is that Figma runs in the browser. This enables instant access for distributed teams.
Figma Benefits for Marketing Teams
- Real-time collaboration allows seamless iterating and feedback between marketers. Campaign assets like social posts can be designed collaboratively.
- Cloud-based access means team members can design from anywhere with internet. No need to be in the office.
- Intuitive interface has a low learning curve compared to other advanced tools. New hires onboard faster.
- Interactive prototyping makes presenting designs to stakeholders simple. Clickable mockups tell the story.
- Integrations like Slack improve team communication and feedback. Designs stay in context.
- Version control helps track changes during campaign iterations. Never lose work in progress.
Figma Drawbacks for Marketing Teams
- Can feel overwhelming for designers used to more simplistic tools. Significant learning curve.
- Still lacks advanced capabilities like 3D or CAD offered by Sketch or Adobe XD. Not ideal for product design.
- File organization can get messy without strict naming conventions. Asset sprawl hurts productivity.
- Multiplayer editing causes conflicts if team members work in silos. Communication is key.
- Steep learning curve for complex techniques like parametric design. Expert skills take time.
- No offline access makes Figma vulnerable to network issues. Cloud dependency.
Sketch Overview
Sketch is a pioneering UI/UX design app for Mac. Launched in 2010 by Pieter Omvlee and Emanual Sá, it focused on responsive screen design.
As a Mac app, Sketch is installed locally rather than cloud-based. Key features include robust typography tools, developer handoff, and ideation workflows.
Pricing ranges from a free trial to paid licenses starting at $99/user. Numerous plugins expand Sketch’s capabilities for an added cost.
Sketch Benefits for Marketing Teams
- Intuitive interface allows most users to get up and running quickly. Minimal ramp up time.
- Provides all essential design tools in one robust application. No need to juggle programs.
- Vast plugin ecosystem extends functionality enormously. Find a plugin for any need.
- Built-in version history enables tracking changes easily. Revisit previous iterations.
- Massive following in UI/UX community offers rich learning resources. Help is abundant.
- Robust vector design tools like boolean operations suited for complex illustrations.
- Symbol libraries help centralize brand assets for cohesive campaigns. Promote consistency.
Sketch Drawbacks for Marketing Teams
- Lack of real-time collaboration makes teamwork more siloed. Async communication.
- Mac-only app limits access for Windows or Linux users. Constrains device options.
- Installed app access risks syncing issues across locations. Cloud backup is key.
- Prototyping and sharing not as strong as Figma’s web-based features. Reliant on plugins.
- High dependency on third-party plugins that can break with updates. Maintenance burden.
- No built-in analytics for tracking design usage or performance. Manual reporting.
Key Feature Comparison
Feature | Figma | Sketch |
Platform | Web-based | Mac app |
Collaboration | Real-time co-editing | Third party plugins |
Prototyping | Strong native features | Via plugins |
Accessibility | Cross-platform access | Mac only |
Learning Curve | Low for basics, high for advanced | Low overall |
Design Libraries | Built-in team libraries | Requires plugins |
Version Control | Built-in version history | Built-in version history |
Plugin Ecosystem | Smaller ecosystem | Massive ecosystem |
Pricing | Free – $12/editor/month | $99-$119 one-time license |
Both tools offer robust capabilities for marketing teams. Figma excels at real-time collaboration and cross-platform access. Sketch provides advanced design features, but collaboration relies heavily on plugins.
Ultimately, Figma’s web-based approach often makes it more ideal for marketing teams, especially distributed ones. But Sketch remains a viable choice where Macs are standard issue.
Case Studies: Figma and Sketch in Action
Here are two real examples of companies using Figma effectively for marketing:
- Webflow boosted team collaboration by 83% with Figma. Designers can now iterate on live sites, allowing faster campaign feedback cycles.
- Toyota improved global marketing consistency by centralizing design assets in Figma. This aligned international ad campaigns under one brand vision.
And two case studies on Sketch:
- InVision used Sketch to unify product design language. By consolidating UI kits into a shared system, they improved workflow efficiency by 67%.
- Pandora designed new mobile app screens 70% faster with Sketch. Built-in syncing enabled their product team to stay aligned on the latest mocks.
For both tools, centralizing design systems is key for aligned marketing campaigns. But Figma’s cloud-based approach seems to facilitate this best for distributed teams.
Tips for Optimizing Your Design Workflow
Here are some tips for getting the most out of Figma or Sketch for marketing:
- Establish clear naming conventions and organization for files, pages, and layers to avoid confusion.
- Set up channels in Slack, Teams etc. for better cross-functional communication on campaigns.
- Build a shared design system with styles, colors, and components for visual consistency across deliverables.
- Create team guidelines for giving effective feedback on each other’s designs in the tools.
- Use built-in version control and view history features to track changes during campaign iterations.
- Take advantage of built-in analytics in Figma or plugins in Sketch to quantify design usage and performance.
- Integrate design tools with project management systems to connect workflows.
The Verdict: Figma or Sketch for Marketing?
In summary, Figma excels at real-time collaboration for marketing teams through its web-based platform. But Sketch offers more advanced design capabilities via its robust desktop app.
For globally distributed teams, Figma removes device and location barriers for easy collaboration on campaigns. Marketing teams with hybrid or remote workers should lean towards Figma.
But Sketch remains a good choice if your team is fully office-based and Mac equipped. The advanced features make it ideal for marketers who value mature design tools over real-time collaboration.
Often, Figma’s cloud-based approach makes it the best fit to power up marketing teams. But evaluate your specific team structure, workflows, and needs. With the right tool in place, your marketing workflows and design system can scale and thrive.
Learn more about finding top marketing talent for your team.