Listed buildings and conservation areas
Listed building consent typically requires the new windows to match the original size exactly. Original sizes rarely match modern manufacturer standards. Custom sizing is essentially required for heritage replacement work.
Period properties with non-standard openings
Victorian, Edwardian and earlier properties have window openings that follow conventions of their era, not modern manufacturer standards. Replacement with standard sizes often leaves visually awkward gaps. Custom sizing is usually preferable.
Bay, bow and shaped windows
These windows are essentially custom in any case - each section of a bay or bow window is made to the specific angle and dimensions of the installation. The standard/custom decision doesn't really apply.
Properties with significant settlement
Older buildings have often settled over decades, leaving openings that are no longer square or that have moved from their original dimensions. Custom windows can accommodate the actual current shape of the opening; standard windows may not fit well.
Principal front elevations
Where the windows are highly visible - front of house, viewed from the street - the visual quality of custom-sized windows often justifies the additional cost. The fit, proportions and trim look better.