Abstract Flower colour is an important mediator of plant–pollinator interactions. While the reflectance of light from the flower surface and background are governed by physical properties, the perceptual interpretation of such information is generated by complex multilayered visual processing. Should quantitative modelling of flower signals strive for repeatable consistency enabled by parameter simplification, or should modelling reflect the dynamic way in which bees are known to process signals? We discuss why colour is an interpretation of spectral information by the brain of an animal. Different species, or individuals within a species, may respond differently to colour signals depending on sensory apparatus and/or individual experience. Humans and bees have different spectral ranges, but colour theory is strongly rooted in human colour perception and many principles of colour vision appear to be common. We discuss bee colour perception based on physiological, neuroanatomical and behavioural evidence to provide a pathway for modelling flower colours. We examine whether flower petals and floral guides as viewed against spectrally different backgrounds should be considered as a simple colour contrast problem or require a more dynamic consideration of how bees make perceptual decisions. We discuss that plants such as deceptive orchids may present signals to exploit bee perception, whilst many plants do provide honest signalling where perceived saturation indicates the probability of collecting nutritional rewards towards the centre of a flower that then facilitates effective pollination.