APROXIMACIÓN A LA PERCEPCIÓN PSICOLÓGICA ECUATORIANA DEL COLOR EN CINE NACIONAL

Abstract

Communication is crucial and the evolution of the media has influenced a universal culture which in return has generated a chaos in communicative processes due to the cultural essence that each country has, affecting their perception. What turns culture into a fundamental point of analysis for different media, such as cinema, means of artistic communication, in which its incorrect use in the various elements, can generate a communicative misconception. The psychology of color is one of the elements within a film that art directors utilize in order to convey key messages; but the cultural influence generates a variable in this type of psychology, often prohibiting the real message within the films. This essay will establish the correct perception of colors that the Ecuadorian culture has and how the misuse does not transmit the objective assigned by a director to a film, emphasizing in this way the importance of individualizing certain meanings of the colors according to the culture of the Ecuador for its psychological use in national cinema.