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How extravagant ornamental traits evolve is a key question in evolutionary biology. Bird plumages are among the most elaborate ornaments, displaying almost all colours of the rainbow. Why and how birds evolved to be so colourful remains an open question with multiple and sometimes competing hypotheses. Different colours in different patches (i.e. body parts) might have different functions and thus result from different forms of selection (e.g. natural vs. sexual selection). Here we test the influence of three factors on colour diversity in sunbirds: (1) geographical distance, (2) differences in light environment and (3) phylogenetic distances. We show that both natural and sexual selection affect the evolution of sunbird colouration, but that their extent and direction differs between sexes, and varies with the extent of species overlap and across different patches on the body. Even though overlap in light environment partially explains colour differences among species, no colour metric (brightness, hue or chroma) covaries with light environment. Our results suggest that multiple forms of selection influence the colouration of different colour patches in different ways across an organism's body, highlighting the need to investigate colouration as a network of individual but inter‐connected colour patches. These results are likely to be generalizable across the multitude of colourful animals. [ABSTRACT FROM AUTHOR]