There is one hypothesis on how females choose a mate. It is called the "good genes hypothesis" where females will base her mate choice based on how the male looks. So in this case, most males will exhibit flashy exaggerated plumage to attract as much females as possible. The good-gene is not only looking at the brightness of the plumage though. In some birds, these plumage color can depend on their diet so by looking at the plumage, health condition can be observed. To know if the male is healthy and not consumed by parasites, females must have the ability to see if the male has the desirable trait or not is viral.
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