Latin American Cultural Associations of Color. A Study from the Perspective of Color Psychology Among University Students at PUCE Ecuador

Color perception is a psychological and cultural phenomenon that profoundly influences people's emotions and memories; its symbolism is neither universal nor static, but rather is constructed and transformed based on each individual's historical, cultural, and experiential context within a constantly evolving collective symbolic system. Based on this premise, this article—the result of a research-creation process conducted at the Pontifical Catholic University of Ecuador (PUCE)—explores color perception in the university setting as part of the project "Study of Color Preference and Meaning Among University Students in Quito, Ecuador," with the aim of determining the main conceptual associations that students make with various colors. The research adopted a descriptive-correlational design with a mixed-methods approach applied to a sample of 260 students, structured in two stages: an exploratory phase using an open-ended qualitative survey to identify spontaneous associations, and a confirmatory phase using a closed-ended survey to validate and quantify these associations. The analysis was conducted in R 4.3.1, using descriptive statistics, chi-square tests, Spearman's correlation, and hierarchical clustering, which allowed for the identification of four semantic-chromatic clusters: Natural/Regional, Affective/Emotional, Solemn/Ritual, and Emerging/Technological. Concepts with sensory or cultural roots showed consistent chromatic associations, while abstract concepts such as "metaverse," "creative," or "umami" exhibited greater dispersion and a lack of established archetypes. Significant differences were also detected based on gender, age, and academic major. The findings confirm that chromatic symbolism responds to identifiable cultural and generational patterns, with concrete applications in design, visual communication, and university educational environments.