Tag Archives: ethics

A Word On Templates and Custom Design

I HAD THE OCCASION TO SEE SOME WEB DESIGN WORK clients of mine had commissioned by another designer. The clients appeared quite proud of the work delivered. Until I pointed out that web design templates had been used, that these templates were widely available on the web for free, and that there were thousands from which to choose, using a simple two-word Google search.
This revelation caused some dismay and distress. The clients were certain the work done was original,  created from the ground up. I felt quite badly for them paying for custom work in good faith, but they were clearly getting ripped off and I felt a responsibility to provide some insight into what I saw. Why did I not just let it go? Because such improper practice by designers damages the design profession. Templates require simple modifications. Some added content, changes to text style and colors. It’s working with a kit of parts. Custom work, by contrast, takes time, some depth of humanistic thought, as well as technical expertise. A high bar.

Custom design works hard to be compelling, to solve problems — templates do not care. Original custom design can be reconfigured to offer new solutions — templates have no such ambition. Templates have no intention. Custom design marries itself to brand positioning—templates choke the branding program before it draws first breath.  It’s like branding behind bars. This is  problematic on several fronts. It undermines professional standards designers like myself must maintain, and as importantly, I don’t like seeing people getting ripped off by professionals in any field, whether by lawyers, mechanics, dentists, or designers. We put our trust in a mechanic, that the replaced part has not already done fifty thousand miles in two cars. The free template website is one of those parts. You might be able to drive it for a while, but pretty soon something breaks down. Will your designer be able to make seamless additions building parts indistinguishable from the template? If so, why not build from the beginning? Because one can skip over the hard part and miraculously present something born fully formed. That’s your clue as a client: The first iterations are too polished. There is no evidence of early stylistic struggle, the blind alleys, the rough starts. The best designers have all of these.

Template sites will show their weakness when new content must be added, or a change is needed in function. A part is needed and it is missing from the kit. Our designer is now stuck. He actually has to make a part that fits. He makes an element out of spit and glue and what usually happens is it just doesn’t match perfectly with the template.  Should the client find the fix unacceptable,  the cost or logistics of replacement could be prohibitive. When you employ a designer, I urge you to ask whether the work you will receive will be original work, if that is what has been promised. Original work means someone is not, at this very moment, looking at a version of it on a screen somewhere. Ask whether it can scale, be flexible enough to serve the changes companies inevitably encounter? Modified templates do not mean the work is now an original design. Templates mean your “custom” work is actually all over the web. If you are OK with that, ask yourself why.