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Abstract The colours of fleshy fruits play a critical role in plant dispersal by advertising ripe fruits to consumers. Fruit colours have long been classified into syndromes attributed to selection by animal dispersers, despite weak evidence for this hypothesis. Here, we test the relative importance of biotic (bird and mammal frugivory) and abiotic (wet season temperatures, growing season length and UV‐B radiation) factors in determining fruit colour syndrome in 3163 species of fleshy‐fruited plants. We find that both dispersers and environment are important, and they interact. In warm areas, contrastive, bird‐associated fruit colours increase withrelative bird frugivore prevalence, whereas in cold places these colours dominate even where mammalian dispersers are prevalent. We present near‐global maps of predicted fruit colour syndrome based on our species‐level model and our newly developed characterisations of relative importance of bird and mammal frugivores.