As someone who has spent the last 15 years creating custom Web sites for clients (my first site was for ScoopAway Kitty Litter in 1995), I can’t help but comment on the homogenization that theme-based “design” is causing. What ever happened to client-specific design solutions that differentiate a brand in the context of their industry?
There’s no doubt that WordPress and Drupal themes are an inexpensive, easy way to launch a site. And I’m sure many would argue that there’s such a variety of themes out there, that it’s getting easier and easier to find a theme that does differentiate your brand. Others would argue that the current state of the Web puts much greater emphasis on content than design — as long as the design is functional, it’s good enough.
I don’t agree. Here are two examples of sites that use the Sight theme by WPShower. I’ve chosen to illustrate my theme protest with these two sites in particular because of their subject mater — design and typography.
The Case and Point is a terrifically written and consistently inspirational resource. Below is an image of their home page.
Now take a look at the TypCon site. TypCon is a well-respected annual meeting of typographers. Different purpose as TC&P, but the same theme.
And here’s the theme from WPShower.
Again, to be perfectly clear, I have nothing against The Case and Point nor Typcon. I’m simply commenting on the devaluing of design in the Web design space in general. I also applaud WPShower for capitalizing on this trend by designing themes that people want to use.
Ultimately, I believe that this theme trend devalues the work I do as a Web designer. Clients no longer expect to pay what they once did for a Web site. Themes can range in price from free to just a couple hundred dollars with just a couple hours of set up time.
Like with every other trend in this ever-changing industry, it’s the designers who adapt that survive. So perhaps in the future you’ll see a line of “Above the Fold Themes,” but I’m not ready to make that leap just yet. I believe there’s still a dire need for brand-specific ideas that make companies more memorable and connect with their audience more effectively.
