You know how when you start off a game if you don't have a preset item set for a particular champion on a particular map it will give you the default items for start, essential, offensive & defensive..well I feel like the control ward should be included in the essential list like how the warding totem is in the start list. #JustAThought
(Emphasis on it's importance)
Oleandervine3 votesControl Wards and potions and elixirs are at the bottom of every shop page in Consumables.
Valar Morghulís2 votesI am well aware.
Oleandervine2 votesWell, it doesn't need to be in both places.
Valar Morghulís4 votesSo remove it from consumables and put it in essentials.
Danjeng2 votesIt's going to be annoying seeing it as a core buy on every champion. People KNOW the vision ward exists, they just choose not to get it. Maybe it's because when they back, they only have just enough gold for an advanced item. That's the main reason I wouldn't get a vision ward.
Sukishoo1 votesCont Wards are not CORE, thus they are NOT Essential.
Valar Morghulís3 votesThey're essential to preventing your death >_>
Sukishoo1 voteslol. not even. 
could be called "essential" then if you think that way. Which it should be for supports but not for ALL roles.
EndlessSorcerer3 votesWhen building my custom item sets, I put Control Wards (along with the various Trinkets) in my Starter Item section so they are always at the top.
I find it helpful for remembering to swap.
Sona Ping2 votesThe "Essential Items" is the section that essentially just means core items, ones for the build that is the default recommended for new players. Control Wards are not core items.
They are on the default page anyway, under the Consumables section which they are.
Valar Morghulís3 votesStating the obvious.
Ariel the Cruel1 votes
Do I look like a support to you? Get that thing away from me!