The role of art directors and design agencies has been undergoing a drastic change for some time now. Suppliers are entering the market who generate layouts, websites, blogs, etc. cost-effectively. They simply re-mix smart software and existing design elements.
To some extent, templates are useful
Corporate design based on keywords and templates does not have to be bad. New interpretations of what already exists can be aesthetically pleasing and, above all, favorable. Working through a briefing and filling a template with content can be done efficiently and inexpensively in this way. Websites can usually be made to run smoothly with the help of templates, without the users having to deal with browser problems, loading times and missing plugins. And in the case of templates for printing material, printing generally works smoothly.
Strict specifications apply to individual wishes
What goes beyond that can be difficult on the basis of templates. Because a template-based result is only as good as the ability to interpret and communicate information. New connections and the connection of opposites can not be implemented in this way. That makes intelligent design impossible. The crux of teh matter: A template must often be filled after often quite strict specifications. The solution, on the other hand, should meet individual needs. In practice, however, it often happens that templates necessarily lead to content and solutions that the user does not need on closer inspection – because they do not fit the requirement profile.
Add templates without displacing
The bottom line is that template-based solutions are useful when the requirements are close to a standard solution. However, if the challenge is more complex or requires a really fancy design, it will be difficult. With template solutions there is a risk that your own documents look like too many others. Creating an interesting look cost-effectively using templates, Google, Wikipedia, Instagram and Co. sounds seductive. But it is not the way that leads to creative, extraordinary and unmistakable results. The result is rather a design that only decorates – but does not fit the customer or project.
As such, templates may complement the work of art directors and design agencies. But they will not displace the power of human creativity. If you are looking for something special to stand out from the competition, you will not miss out on true creative achievements in the future!