The meaning of skin color in America has often been understood in the context of Black–White racial dynamics. However, as the soon-to-be largest ethnoracial group in the United States, Latinos are positioned to reshape the meaning of color and its relationship with many consequential outcomes. Drawing upon a survey that incorporates both the newly validated, interval-level Yadon–Ostfeld Skin Color Scale for human assessments of skin color, as well as more socially objective machine ratings of skin color, we are able to differentiate the physiological and social connotations of skin color. Our findings illustrate that politics are intertwined with how Latinos label their skin color. Latinos who overestimate their lightness (darkness) take less (more) liberal positions on racialized political issues than those who do not. Overall, we illuminate how skin color identification operates as a political statement for many Latinos, as well as how these patterns magnify racialized inequalities in America.