Advertising colouration

Advertising colouration refers to semantic colours seen in numerous organisms. It is the opposite of camouflage, 'advertising' the location of an organism or part of its anatomy. These signals are significant for their receivers. In the case of warning coloration, a form of aposematism, they function to make harmful organisms more distinct from prey that are safe to eat. Within species, they might serve as signals of aggression or indicate a female is receptive to mating. They may also attract other organisms, such as the bright colours of flowers and fruit.