Brandwave

Adobe InDesign vs Figma:Which is more popular?

In September 2026, Figma had more branded searches than Adobe InDesign among graphic design software worldwide. Figma had about 5 million branded searches, while Adobe InDesign had 494,000. Figma made up 2.4% of all graphic design software searches we track, and Adobe InDesign accounted for 0.24%. When we asked ChatGPT and Google AI Overviews about graphic design software, Figma appeared in four of the five answers and Adobe InDesign in two. Figma was mentioned before Adobe InDesign in three out of four answers that named either.

Among graphic design software worldwide in September 2026

Who do people search for more?

Figma, about 10 searches for every 1 for Adobe InDesign

Figma 5M searchesAdobe InDesign 494K searches

Who does AI mention more?

Figma, mentioned in 4 of 5 answers, Adobe InDesign in 2

Figma in 4 of 5Adobe InDesign in 2 of 5

Who does AI recommend more?

Figma, named ahead of Adobe InDesign in 3 of 4 answers

Figma first in 3Adobe InDesign first in 1

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Top graphic design software in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Figma was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Adobe InDesign was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Figma was listed before Adobe InDesign in three out of four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Canva1st
  2. Adobe Illustrator2nd
  3. Adobe Photoshop3rd
  4. Affinity4th
  5. Adobe Express5th
  6. GIMP6th
  7. Figma7th
  8. Inkscape8th
  9. Adobe InDesign9th
  10. Photopea–
  11. +5 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Canva5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adobe Photoshop5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adobe Illustrator5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Figma4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Adobe Express4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Affinity4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • GIMP3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Inkscape3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adobe InDesign2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Photopea0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about graphic design software

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is Adobe InDesign or Figma more popular in search?

This chart shows how often people search Google for Adobe InDesign and Figma by name. Each line represents a brand's share of searches for all 32 graphic design software we track, month by month, from English-language searches worldwide.

Adobe InDesign and Figma among graphic design software worldwide, by month

Share of searches by month for Figma, Adobe InDesign. The figures are in the table below the chart.

View monthly share of searches table
MonthCanvaFigmaPhotopeaAdobe PhotoshopAdobe ExpressPicsartPixlrGIMPInkscapeAdobe IllustratorCorelDRAWAdobe InDesignFotorAffinityKittl
Oct 202589.9%2.4%1.6%1.4%0.79%0.79%0.6%0.44%0.27%0.27%0.25%0.16%0.24%0.26%0.16%
Nov 202587.9%2.9%1.6%1.6%0.93%0.98%0.74%0.53%0.33%0.33%0.29%0.19%0.24%0.71%0.16%
Dec 202587.6%2.9%2%1.8%0.93%1.2%0.69%0.53%0.33%0.33%0.3%0.18%0.34%0.31%0.16%
Jan 202689.4%2.4%1.6%1.4%0.93%0.98%0.57%0.53%0.34%0.27%0.3%0.19%0.19%0.25%0.16%
Feb 202689.8%2.4%1.6%1.4%0.93%0.94%0.5%0.44%0.34%0.27%0.25%0.16%0.17%0.18%0.13%
Mar 202689%2.9%1.7%1.4%0.93%1.1%0.56%0.44%0.34%0.28%0.25%0.19%0.2%0.19%0.14%
Apr 202688.9%2.9%1.6%1.3%0.94%1.5%0.47%0.42%0.33%0.27%0.25%0.15%0.19%0.16%0.13%
May 202689.1%2.9%1.6%1.3%0.91%1.6%0.48%0.35%0.33%0.27%0.25%0.15%0.13%0.14%0.12%
Jun 202688.4%2.9%2%1.3%0.9%1.7%0.48%0.43%0.34%0.27%0.3%0.17%0.16%0.19%0.13%
Jul 202686.6%3.4%2.4%1.6%0.88%1.7%0.61%0.51%0.4%0.32%0.37%0.18%0.17%0.22%0.16%
Aug 202689.2%2.4%2%1.4%0.91%1.2%0.48%0.43%0.34%0.27%0.3%0.16%0.24%0.17%0.13%
Sep 202690.2%2.4%1.7%1.2%0.91%0.82%0.46%0.42%0.34%0.27%0.25%0.24%0.19%0.18%0.09%

How has the Adobe InDesign and Figma comparison changed over the last 12 months?

3 findings

How did search popularity change for graphic design software worldwide in September 2026?

2 changes

  1. In September 2026, Adobe InDesign rose from 14th to 12th among graphic design software worldwide.

  2. Estimated monthly branded searches for Figma worldwide fell 18.3% over 12 measured months, from 6.1M to 5M in September 2026.

How are branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Adobe InDesign’s and Figma’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Adobe InDesign

10 branded search terms

  • adobe indesign
  • adobeindesign
  • indesign
  • indesign 2
  • indesign ai
  • indesign app
  • indesign editor
  • indesign photo editing
  • indesign pro
  • indesign software

Figma

1 branded search term

  • figma

How the Brand Demand Index is measured

Other head-to-heads among graphic design software

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