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In visually driven seed dispersal mutualisms, natural selection should promote plant strategies that maximize fruit visibility to dispersers. Plants might increase seed dispersal profitability by increasing conspicuousness of fruit display, understood as a plant strategy to maximize fruit detectability by seed dispersers. The role of different plant traits in fruit choice and consumption by seed dispersers has been broadly studied. However, there is no clear evidence about the importance of the traits that increase conspicuousness of fruit display. Because strategies to maximize conspicuousness of fruit display are diverse, and usually are expected to be costly, we would expect that individual plant species will produce an efficient combination of traits. We explored this prediction with 62 fleshy fruited plant species of a subtropical Andean forest (Southern Yungas), and using a large dataset of fruit consumption by birds (4476 records). Conspicuousness of fruit display was characterized by both fruit and plant traits including chromatic contrast, size, exposure, aggregation and crop size of fruits. We also considered phylogenetic effects on phenotypic variation. Fruit consumption was explained by fruit chromatic contrast depending on fruit crop size. These traits revealed low phylogenetic effects, with the exception of four plant clades at different levels in the phylogenetic tree. Negative correlations between pairs of traits support our assumption that fruit display traits are costly, suggesting natural selection favours parsimonious evolutionary pathways. Plant species seem to rely on conspicuousness of fruit display by a combination of traits that might minimize costs of fruit display. This appears adaptively relevant to improve communication with mutualistic animals, to increase fruit consumption in a community context and, ultimately, to enhance the profitability of seed dispersal. A lay summary is available for this article. Fil: Ordano, Mariano Andrés. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico - Tucumán. Unidad Ejecutora Lillo; Argentina. Fundación Miguel Lillo; Argentina Fil: Blendinger, Pedro Gerardo. Universidad Nacional de Tucumán. Instituto de Ecología Regional. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Tucumán. Instituto de Ecología Regional; Argentina Fil: Lomascolo, Silvia Beatriz. Universidad Nacional de Tucumán. Instituto de Ecología Regional. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Tucumán. Instituto de Ecología Regional; Argentina Fil: Chacoff, Natacha Paola. Universidad Nacional de Tucumán. Instituto de Ecología Regional. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Tucumán. Instituto de Ecología Regional; Argentina Fil: Sanchez, Mariano Sebastian. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Nordeste. Instituto de Biología Subtropical. Instituto de Biología Subtropical - Nodo Puerto Iguazú | Universidad Nacional de Misiones. Instituto de Biología Subtropical. Instituto de Biología Subtropical - Nodo Puerto Iguazú; Argentina Fil: Nuñez Montellano, Maria Gabriela. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Salta. Instituto de Bio y Geociencias del NOA. Universidad Nacional de Salta. Facultad de Ciencias Naturales. Museo de Ciencias Naturales. Instituto de Bio y Geociencias del NOA; Argentina Fil: Jiménez, Julieta. Universidad Nacional de Tucumán. Instituto de Ecología Regional. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Tucumán. Instituto de Ecología Regional; Argentina Fil: Ruggera, Román Alberto. Universidad Nacional de Jujuy. Instituto de Ecorregiones Andinas. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Salta. Instituto de Ecorregiones Andinas; Argentina Fil: Valoy, Mariana. Fundación Miguel Lillo; Argentina