Standard lie and loft assume that every one is the same size and has the same swing. Loft has to do with the angle of the clubhead and lie with the angle of the shaft and clubhead. Stronger or weaker lofts can lead to higher, lower, longer, or shorter ball flights. The standard loft on manufactured clubs varies from brand to brand, leading to the claims of longer hitting irons. Loft is more of a individual preference.
Lie reflects where the sole of the clubhead is grounding out.
To properly fit a golfer it is necessary to have one hit balls from a lie board. The marks on the sole and the imprint on clubface tape show the proper relationship between lie and length. Both can now be adjusted for more upright or flatter swings, or unusually tall or short golfers, giving them the best possible chance of making solid, consistent contact. Swingweight is the relationship between the weight of the clubhead, the shaft and the grip. Larger grips, heavier heads and shafts all play a part.