Anything can be called a “suit,” anything can be called "design."
The VALUE of a suit that doesn’t fit you, is less than the value of a suit that fits you perfectly —regardless of price. It's the same for design; custom is for leaders, generic is for followers. There will always be a percentage of businesses who have the self-confidence and patience for custom, and there will always be a much larger percentage of businesses who make careless, me-too work of their brand.

Lewis Carroll: if you don’t know where you are going, any road will get you there.

To paraphrase: if you don’t know where you are going,
any graphics will do.

There are plenty of companies lining up to serve up this week’s equivalent of a vanity license plate web or print design. There's easy entry into the “vanity license plate” or "pre-fab" model of design. These companies are familiar to you. They do plenty of advertising.  How do they pay for advertising with such an inexpensive entry fee? You’ll find out sooner or later.

For clients in need of a web site or print work they offer a satisfying "get 'er done" achievement. No need to talk to independent designers, no possibility of getting swamped in jargon and obscure pricing. They seem to be saviors for the uncertain client. They skim the cream of the most innocent business dreamers. They’ll sell a hardware store a site with the impressive allure of fashion photos. Doesn’t matter. When their target business dreamers find out their site isn’t working or doing what they want, they have coders sitting by, waiting to sell them another piece of the dream.

In reality, for most web visitors, they offer a teething ring instead of real nourishment.

Real graphic designers and advertisers solve riddles and make distillations. You've got only a few seconds to win your customer. Your communication design had better solve a problem your customer has in a memorable way that's also a custom fit for your business.

Prefab web sites capitalize on clueless businesses. They appeal to the idea that your web site can function solely on a glossy look —no thinking on your part. When was the last time you bought something solely based beautiful, but inappropriate, images and writing? Catching your eye —poking your eye— is not likely all that's involved in convincing a customer.

Sure, your glamor pus web site is an easy way to avoid developing a message that connects with viewers. It’s the cotton candy of web sites. Power look, followed by faded trust and low effectiveness.

If you want to make a little money, fit a message in a square. If you want to make a lot of money, fit a message in a mind.