Análisis de la influencia del color en la identidad y percepción de marcas (ecuatorianas) desde una perspectiva sociocrítica

Abstract

This project analyzes the influence of color on brand perception and identity in Ecuador from a socio-critical perspective, with the aim of developing a practical guide to facilitate the strategic use of color in the design of visual identities that respond to the local context. The specific objectives include the identification of cultural associations of color in Ecuador, the analysis of the visual impact of color on the positioning of national brands, and the generation of suggestions based on these findings. For the methodology, a mixed approach was chosen, combining surveys to understand consumer perceptions of colors in representation of brands, with analysis of examples of Ecuadorian companies. The results showed that cultural associations and regional diversity play a determining role that emphasizes chromatic perception, while the strategic use of color favors the emotional connection between brands and consumers. It is concluded that integrating chromatic strategies adjusted to the cultural context strengthens the identity and leadership of brands in Ecuador. As a final product, the guide "Colors that mark" is presented, which includes tools and practical examples for its implementation. Keywords: chromatic strategies, brand identity, cultural perception, branding, color, Ecuador.