Client: "Having less templates rather than more can only be a good thing because it ensures and demonstrates in advance of going live that there is consistency in the navigation and design.
...And consistency is good.
...So lets have less templates."
Or
IA: "We need a new template here to accommodate the kind of message we're sending."
Client / tech team: "A new template means you're deviating from the overall consistency of the site."
What happens then? We squeeze types of content and functionality into interfaces where the user's needs and need states (as well as the content and functionality) do not match the type of template used to display them in.
What happens then? We are not able to give the content the delivery it requires to have impact or magic.
What happens then? Visitors tend not to be convinced by the message, or they tend not to be inspired by the message, they get bored, drop off, drop out...
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