The Cost of Custom

Contributed by Sheldon Wolfe

​Many products offer not only a selection of standard finishes at a standard price, but offer more options at additional cost. Some will offer those options in price groups, such as Standard, Group 1, and Group 2, where each group is more expensive than the last. Finally, some manufacturers offer to match any color.

Unfortunately, the requirements for getting a custom color often are vague, and a minimum quantity may be required or other limitations may apply.

The result? I may tell a project architect that a custom color will cost more, but because I often don’t know how much, the response usually is, “It doesn’t matter; we want custom.” 

The problem, of course, is that bidders, who are trying to get the job, are forced to either comply with the specifications and risk losing the job, or bid a standard color in hopes of getting away with it - which too often is the case. I recall a project that required all exterior metal finishes and all concrete coatings to be bid as custom, to match a specific color. Had that color been something unusual or exotic, that might have made sense, but the chosen color was essentially off-white. Trying to get all those colors to match was a nice theory, but in practice, there was as much difference in appearance between adjacent panels, one in shade and the other in full sun, as there was between the colors submitted. And then there are the effects of dirt and UV exposure… Colors change, and some change more than others, so the carefully selected finishes may no longer match after only a short time. For that project, the owner probably paid the price of custom color and got a standard color for some of the finishes. 

A couple of years ago we had two projects going, which just happened to have the same custom color for the metal roofing. An astute supplier was able to combine materials for both in a single order. Individually, neither project had enough material to meet the minimum for a custom color, but together they almost did, so the supplier was able to cover most of the added cost. It's always possible for the architect to insist on a custom color regardless of quantity, but that can be more than a bit embarrassing when the contractor tells the owner that the cost can be reduced by a large amount simply by changing to a slightly different color.

Some joint sealants can be produced in virtually any color, and architects are accustomed to always asking for custom colors. It’s usually not a problem for a large project, but the architect should know that the contractor might have to buy fifty gallons of sealant for a joint that's only ten feet long. 

Specifying acoustic properties presents similar challenges. Many assemblies will meet a given STC or NRC rating: brick, CMU, CMU with filled cores, multiple layers of gypboard, high density gypboard and similar products, resilient channels, clips, resilient adhesives for multi-layer assemblies, etc. What do they really cost? How do they really perform? Without knowing the relative costs and properties, detailing a particular assembly may result in performance that is lower than expected, or it may cost more than another assembly that would perform just as well. 

And what about dimensions? It's easy to draw a large panel in elevation, but can it be produced? Do the length or width force the fabricator to alter the orientation of panels, which can affect appearance of some finishes? Do the dimensions require greater thickness of material, thereby increasing the cost beyond what the designer expected? 

These are all very real issues that big-D Designers don't think about, yet it's essential to evaluate such information early in design - before the client has been sold on the design.