A mechanism is proposed which permits plants to display such an extraordinary diversity of flower colours using only a limited number of anthocyanins. The first step, of a two-step mechanism, corresponds to an almost complete loss of colour of the anthocyanin which is stored in colourless forms in equilibrium with small amounts of coloured forms. Until now, this discolouration process has always been interpreted as damaging to plant colour. In fact, we demonstrate that its existence is a prerequisite to a full expression of plant pigmentation due to flavonoids. The second step involves the participation of a new molecule—the copigment—which interacts with the very small remaining amounts of the anthocyanin coloured forms, giving rise to a more or less complete recovery of the anthocyanin pure colour, as well as new colours which could not be obtained with the anthocyanin alone (complex formation and salvation effect). In this way, with a unique anthocyanin, an unlimited number of new colours can be formed, depending on the nature of the associated copigment. Flavonoids, which with the exception of anthocyanins, are essentially colourless to pale yellow molecules, are often good to excellent copigments and their role as plant pigments appears to be important only when associated, as copigments, with anthocyanins. Copigments are not limited to flavonoids, nor even to polyphenols. For instance, we demonstrate that the two naturally occurring purines, caffeine and adenosine, exhibit, when mixed with malvin, spectral absorption features characteristic of the copigment effect.