Abstract The flower perianth has various, non‐mutually exclusive functions, such as visual signalling to pollinators and protecting the reproductive organs from the elements and from florivores, but how different perianth structures and their different sides play a role in these functions is unclear. Intriguingly, in many species there is a clear colour difference between the different sides of the perianth, with colour patterns or pigmentation present on only one side. Any adaptive benefit from such colour asymmetry is unclear, as is how the asymmetry evolved. In this viewpoint paper, we address the phenomenon of flowers with differently coloured inner and outer perianth sides, focusing on petals of erect flowers. Guided by existing literature and our own observations, we delineate three non‐mutually exclusive evolutionary hypotheses that may explain the factors underlying differently coloured perianth sides. The pollen‐protection hypothesis predicts that the outer side of petals contributes to protect pollen against UV radiation, especially during the bud stage. The herbivore‐avoidance hypothesis predicts that the outer side of petals reduces the flower's visibility to herbivores. The signalling‐to‐pollinators hypothesis predicts that flower colours evolve to increase conspicuousness to pollinators. The pollen‐protection hypothesis, the herbivore‐avoidance hypothesis, and the signalling‐to‐pollinators hypothesis generate largely but not entirely overlapping predictions about the colour of the inner and outer side of the petals. Field and laboratory research is necessary to disentangle the main drivers and adaptive significance of inner–outer petal side colour asymmetry.