Yep, what Bruce said pretty much. Latino is just a very general reference to a place of origin, not a race. Mexicans, Carribeans, Central and South Americans come in all shades. Some a lot lighter in skin tone than others. Since the native Mexicans were generally darker & looked different than the Spaniards, those of us with more native ancestry look ethically different. I look closer to the Spaniard end than native end, but still Mestiza.
Mestizo is what most Americans think of as "looking Mexican". We do have white Mexicans though with light brown hair and green eyes.