Birds are attracted to bright colors. In particular, females are attracted to males with high coloration. This attraction is one of the primary reasons why males birds are so much more colorful than females. Birds also scan for color to find food.

Birds see a wider range of colors than people do, and their plumage has colors that humans cannot see. Using four color cones in their eyes, birds are able to see ultraviolet light. Researchers suggest some birds may be able to distinguish their own eggs from those of other birds by detecting ultraviolet variance in the colors of the eggs.