Let's Take a Look at Support Builds and Gold
There are a lot of threads around talking about why support is so unpopular. I think they point out a lot of issues, but there's also the elephant in the room that's the root of the problem: Gold and items.
Let's take a look at Hai's support Morgana build in one of his recent games:

First off, let's dismiss this myth that supports aren't impactful. Aside from boots, every single item has a game changing effect. Locket's impact, especially when grouped, is huge. At level 18 there's the potential for over 1700 health worth of shields. Getting a single lucky crit can turn a teamfight. Zeke's takes the luck out of that. Crucible's active can turn a disaster pick into no problem. Frost Queen's Claim can scout, start a fight, disengage a fight, and clean up a fight. Sightstone... Do I really need to talk about the impact of vision? This item it 100% mandatory on supports.
Now, let's take a close look at what I just said.
Every single item has a game changing effect.
.
item has a game changing effect
The items are doing the work, not the support. These effects barely change whatsoever if you put them on anyone else. Take the exact build and stick it on Nami. The impact of the items don't change. Locket is still strong because of the passive and the shield. Zeke's is still strong because it gives a huge crit chance. Crucible is still strong because its active can save your carry. You get the idea. The items also grant CDR and mana/MP5, which means you can use your abilities more often. However it doesn't mean your abilities are (substantially) any stronger.
Let's compare that to a mage build for a second. Here's a pretty standard Orianna build:

Why don't we go through the same exercise of looking at what makes these items effective. The main reason you buy Athene's is to get a lot of CDR and a lot of mana regen. Sorcs make your spells deal more damage. Deathcap multiplies your AP and makes all of your spells way more powerful. Zhonya's (primarily) grants a stasis effect. Void staff makes your spells hit harder, especially against bonus MR. Luden's grants a lot of AP and splash damage (that scales with AP). The most important thing to note is that nearly all of these items give colossal amounts of AP. That AP translates to Orianna's abilities being substantially more effective.
Let's again take these same items and stick it on a somewhat similar champion, Lux. Again, the items grant a huge amount of AP. Ultimately it translates to Lux's abilities being more effective. Note that important distinction from support items.
Support items primarily don't empower abilities; they grant new ones.
That right there is what makes support not so fun for me. It's not the style of having indirect impact. It's not the treatment (I can't remember the last time I got any support related flak). It's the sheer fact that I feel like I'm playing a different game. Other roles get items that empower their kits. Mages get AP to hit harder, ADCs get a ton of stats to make their autos or abilities hit harder, tanks build health and resistances so they can live long and prosper use their abilities to direct fights. Supports are the only role that gets items that don't primarily empower the champion.
But wait, can't we stick these items on a support to empower their abilities? Yes, enter solo lane Lulu.
Notice I said solo lane Lulu. Obviously supports don't have the gold to build expensive items. That's not exactly news. Here are the numbers, for reference:
Hai's Morgana build costs 12,050 gold. The example Orianna build costs 16,950 gold. Keep in mind Frost Queen's Claim will eventually pay for itself.
Support items are cheap. Duh. They're cheap because supports don't have a lot of gold. Duh. But why don't they get a lot of gold? Well, there are 4 sources of income (3 lanes and the jungle) and 5 people that need money. When you share a lane all the gold is optimized onto the person who can make the most use of it, which is the ADC. Riot tried to fix this by adding the support gold items, but those have very clear problems:
- The Spellthief's line requires you to be playing aggressively. That's usually not a problem in lane, but any situation aside from laning means you're not going to get a lot out of it.
- The Ancient Coin line means you have to constantly be around minions. Again, that's a problem later in the game.
- The Relic shield line not only requires you to be around minions, but also requires an ally to be around and that you're the one to get the killing blow. Again, not realistic late game, especially if you're in solo queue.
Really though, even in their perfect scenarios they don't come close to gold from minions. With perfect CS you can get around 4 gold per second, which only increases as the game goes on. Compare that to Frost Queen's Claim, which in a perfect game can theoretically grant 1.7 gold per second. Keep in mind that is only after you've completed FQC, which itself costs money. It's not even close to what minions provide. Even if you add in the maximum theoretical value from the melee version of the Bandit mastery you won't get what the person CSing will get.
IMO this is a fundamental problem with the game mode, not with the items. Sure, Riot could buff the gold income (which will probably create other balance issues), but why should I have to spec and build differently just so that I can get half the gold as my fellow laner? It seems like trying to hack together a fix to a problem created elsewhere.
I do have a couple of thoughts on how to fix it, but that's not really the point of this thread and they're likely far to naive to work:
- Split minion gold in a manner similar to experience
- Introduce objectives that are easy for supports to take, but hard for others to take.
- Remove Sightstone and add other vision options, possibly tying into objectives that grant money and XP. Twisted Treeline shrines come to mind.
To the support mains: Assuming you had the gold to support your choice, which item paradigm is more appealing to you: Active-centric items (where the power comes from the items effect) or scaling-centric items (where the power comes from enabling your own abilities)? Why?
Ending note: I play a lot of ARAMs and I love playing supports in ARAMs. Nobody in their right mind builds a full support and plays nearly as effectively as someone with an AP build. A fed support is scary. They put their teams on their backs and force them to do well. You think engaging against a Janna is hard on SR? Try it when she grants a 600 health shield with 100 AD on a sub 7 second cooldown. That's the dream I have when I play a support, not to have an item that does a generic job for me.
)do not get the utility scaling at all.
provides Ap, but people build them mostly because of other stats and the unique passive. Season 6 mastery (Windspeaker's Blessing) gives

