The Originals: Laura Guido-Clark

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What does “original” mean to you?
Original is a creation that is unique and authentic that emanates from a point of view or personal inspiration. While work can be influenced and inspired by the world around us originality radiates an energy and beauty which comes from an honest place.

In what ways is protecting original design today important for future generations?
It is important to protect original design and to educate future generations because original work provides meaning. It has value and is worth passing on much like one collects art. If we don’t protect original design we will have soulless objects. We risk losing the essence and palpable energy that only comes from original work and the value of craft, art, and design.

Have you noticed a role that color plays in preventing or facilitating copycats?
Color, material and finish can play a role in identifying copycats. Unique colors and combinations, gloss levels and materials in combinations become intrinsic to the original and are more difficult to duplicate in their holistic totality. Color plays such a powerful role in brand recognition that companies often try to trademark their brand colors. A Louboutin red heel, Tiffany’s blue and UPS brown evokes an emotional response that the consumer connects directly to them. Trademarking protects these brands from competitors within the same industries who attempt to be mistaken for that brand.

 

Laura Guido-Clark is an expert in the skin of consumer products – their color, materials, and finish. Laura has spent her life studying the always new and surprising ways that human beings react to the look and feel of any given product. As a result, her insights and honed process have defined her role as an experience consultant to help her clients connect with their consumers in a meaningful way.

Laura has analyzed the conscious and unconscious influences that drive buying decisions. Her ability to translate those influences into prescient forecasting and concrete applications of color and finish has helped companies such as Herman Miller, HP, Samsung, Toyota and FLOR design products that resonate with consumers and succeed in competitive markets.

In 2011, Laura founded Project Color Corps™, a nonprofit organization dedicated to painting urban neighborhoods with color and pattern that impart positive messages of optimism and hope.

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