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Howler monkeys (platyrrhini) have evolved routine trichromatic color vision independently from catarrhines, which presents an opportunity to test hypotheses concerning the adaptive value of distinguishing reddish from greenish hues. A longstanding hypothesis posits that trichromacy aids in the efficient detection of reddish‐ripe fruits, which could be an advantage for the detection of the nutritional content of the fruit, such as sugars. In the present study, we assessed fruit visual conspicuity and selection based on color and sucrose content by wild mantled howler monkeys (Alouatta palliata) on Agaltepec Island, Mexico. We used colorimetry to classify dietary fruits as cryptic (greenish) or conspicuous (reddish) against their background leaves. Species‐specific color models indicate that trichromatic howler monkeys should be more efficient in discriminating the conspicuous ripe fruits from leaves compared to detecting cryptic ripe fruits from leaves. We found howler monkeys consume more cryptic fruits compared to conspicuous fruits, and that they consume more unripe fruits than ripe fruits. The consumption (acceptance) of fruit was independent of sucrose content, and thus this disaccharide may not play an essential role in mantled howler food selection. Our findings suggest that routine trichromatic color vision may aid in the detection and discrimination of conspicuously colored fruits, but that the final decision whether to accept or reject a fruit probably involves the use of other senses in addition to vision. Research Highlights: Trichromacy may aid detection of conspicuous fruits, although selection of fruits likely involved other senses.Howler monkeys accepted cryptic fruits relatively more often compared to conspicuous fruits.Sucrose content did not play a clear role in the acceptance of fruits. [ABSTRACT FROM AUTHOR]