Template or custom design – what is the difference?
A template is basically a finished “look and feel”, which gives you not only the design but also the “skin” which can be installed on a content management system (CMS) like WordPress or Umbraco and e-commerce systems like Magento.
The template is usually installed by a developer and then updated to match your company’s brand by inserting your logo, changing the color scheme, updating email configurations, etc. Note that not all templates can be used out-of-the-box without some updates/configurations, which are usually done by a developer or a tech-savvy marketing person.
On the other hand, a custom design is a design created by a designer that meets your brand requirements 100%. After the design is finished, a developer then takes over and implements the design on your chosen CMS or e-commerce system.
With a custom design, you can certainly get exactly what you want; however, the cost is also higher and the setup time is longer because of the work involved.
What do companies normally do?
Most companies purchase a pre-made template and then customize it to meet their requirements, as explained above. It saves a lot of time and money, and at the end of the day, it’s difficult to distinguish the finished website or webshop from other custom-designed ones.
However, it’s also important to note that if you customize a template too much, it can end up getting more expensive and time-consuming than if you designed from scratch in the first place.
The key is to establish your requirements early and determine if they can be covered by a template with minimal customizations or if it will be more cost-effective to do a custom design.
Below, we explain the key differences and similarities on the tasks that we do with template-based and custom design projects at 1902 Software. Note that no two customers are the same, so the process and tasks described may still vary depending on each customer’s case. The actual tasks for the project will depend on the agreement between the customer and the design/technical project manager.
Custom design and development
For development projects that also require a custom website or webshop design from our design department, the process is a bit different.
1. We start by reviewing your requirements and drawing up the website/webshop using wireframes. During this process, we determine where the different “main elements” will be located on the major pages.
2. Once the wireframes have been finished, we begin the actual design process. We usually start out with the homepage. Aside from choosing the right colors with brand considerations, we also draw up the homepage using the wireframes as a guide in the different resolutions agreed with the customer.
Typically, we have one resolution for desktop, one for tablet portrait view, one for tablet landscape view, and of course, another for responsive mobile view. Each of these “views” require a separate design to ensure that all elements are considered and properly placed within the page.
3. When the homepage has been designed and everyone is in agreement, we then go on to design the sub-pages such as product pages, product listings (for e-commerce websites) and normal content sub-pages for websites.
For custom design projects, we have in-house “standards” that we implement by default—these are certain UI/UX principles or practices that we’ve gathered from past projects or trainings in UX research institutes. We also apply these principles to template-based websites or webshops as much as we can, while keeping in mind that making too many changes to a template defeats the purpose of starting out with a pre-made template in the first place; it is a balancing act.
When the design has been completed, it’s taken over by a technical project manager and a development team whose job is to implement the design on the website or webshop. They do this in close collaboration with the design department. On big and complicated websites and webshops, the technical project manager is also involved with the design process to ensure that the design can be technically implemented.
Once the development has been completed, we enter all the content or import all the products depending on what has been agreed with the customer.
It is difficult to decide what is the best option between a template and a custom design because both approaches have their own benefits and drawbacks.
Unless you are a big company with an established online presence that requires a unique design to make sure that the website/webshop is aligned with the brand, it’s often difficult to justify the extra expense of having a custom design.
Consider that once a template has your logo and the colors are changed, you are practically looking at a “unique” design. What makes the website/webshop interesting and stand out from competitors is the content, pictures, special features, service functionality, recommendation functionality, page speed etc. rather than if a search box is placed five pixels to the left or the right.
Whatever you choose for your project, we can support you all the way including handling all the post-project maintenance.