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ContentCreative
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One of the elements that has been touched on in previous posts, but not fully dealt with, is that original design takes time. This means it is expensive.

Whilst most people say they like good design, or good photos, or well-written copy, or any other creative output, when it comes to the cost many businesses baulk.

This is why templates do so well. Many templates are extremely well thought out and designed, but they are not original. Hence some level of sameness appearing.

Another consideration for the sameness is that the underlying technologies for designing and operating a website, to a certain extent limit what is possible. Yes, sites can be created that sometimes break these molds, but sometimes they are not effective in achieving their end goals. When you look at print design, there is much more flexibility in what is possible and it shows in the end results.