Ultraviolet photo of the flower head of the Rudbeckia fulgida 'Goldsturm' cultivar. In UV the petals are darker towards the centre of the flower than they are in visible light. It is thought this may be to guide pollinating insects that can see ultraviolet light towards the centre of the flower. The unopened immature florets at the centre of the flower are brighter in UV than they are in visible light.