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Müllerian mimicry is a natural phenomenon in which two or more well-defended
species In biology, a species is the basic unit of classification and a taxonomic rank of an organism, as well as a unit of biodiversity. A species is often defined as the largest group of organisms in which any two individuals of the appropriat ...
, often foul-tasting and sharing common
predator Predation is a biological interaction where one organism, the predator, kills and eats another organism, its prey. It is one of a family of common feeding behaviours that includes parasitism and micropredation (which usually do not kill t ...
s, have come to mimic each other's honest warning signals, to their mutual benefit. The benefit to Müllerian mimics is that predators only need one unpleasant encounter with one member of a set of Müllerian mimics, and thereafter avoid all similar coloration, whether or not it belongs to the same species as the initial encounter. It is named after the German naturalist Fritz Müller, who first proposed the concept in 1878, supporting his theory with the first
mathematical model A mathematical model is a description of a system using mathematical concepts and language. The process of developing a mathematical model is termed mathematical modeling. Mathematical models are used in the natural sciences (such as physics, ...
of frequency-dependent selection, one of the first such models anywhere in biology. Müllerian mimicry was first identified in tropical
butterflies Butterflies are insects in the macrolepidopteran clade Rhopalocera from the order Lepidoptera, which also includes moths. Adult butterflies have large, often brightly coloured wings, and conspicuous, fluttering flight. The group comprises ...
that shared colourful wing patterns, but it is found in many groups of insects such as
bumblebee A bumblebee (or bumble bee, bumble-bee, or humble-bee) is any of over 250 species in the genus ''Bombus'', part of Apidae, one of the bee families. This genus is the only Extant taxon, extant group in the tribe Bombini, though a few extinct r ...
s, and other animals including poison frogs and
coral snake Coral snakes are a large group of elapid snakes that can be divided into two distinct groups, the Old World coral snakes and New World coral snakes. There are 16 species of Old World coral snakes, in three genera (''Calliophis'', ''Hemibungarus ...
s. The mimicry need not be visual; for example, many snakes share auditory warning signals. Similarly, the defences involved are not limited to toxicity; anything that tends to deter predators, such as foul taste, sharp spines, or defensive behaviour can make a species unprofitable enough to predators to allow Müllerian mimicry to develop. Once a pair of Müllerian mimics has formed, other mimics may join them by advergent evolution (one species changing to conform to the appearance of the pair, rather than mutual convergence), forming mimicry rings. Large rings are found for example in
velvet ants The Mutillidae are a family of more than 7,000 species of wasps whose wingless females resemble large, hairy ants. Their common name velvet ant refers to their dense pile of hair, which most often is bright scarlet or orange, but may also be ...
. Since the frequency of mimics is positively correlated with survivability, rarer mimics are likely to adapt to resemble commoner models, favouring both advergence and larger Müllerian mimicry rings. Where mimics are not strongly protected by venom or other defences, honest Müllerian mimicry becomes, by degrees, the better-known bluffing of
Batesian mimicry Batesian mimicry is a form of mimicry where a harmless species has evolved to imitate the warning signals of a harmful species directed at a predator of them both. It is named after the English naturalist Henry Walter Bates, after his work on ...
.


History


Origins

Müllerian mimicry was proposed by the
German German(s) may refer to: * Germany (of or related to) **Germania (historical use) * Germans, citizens of Germany, people of German ancestry, or native speakers of the German language ** For citizens of Germany, see also German nationality law **Ge ...
zoologist Zoology ()The pronunciation of zoology as is usually regarded as nonstandard, though it is not uncommon. is the branch of biology that studies the animal kingdom, including the structure, embryology, evolution, classification, habits, and d ...
and naturalist Fritz Müller (1821–1897). An early proponent of
evolution Evolution is change in the heritable characteristics of biological populations over successive generations. These characteristics are the expressions of genes, which are passed on from parent to offspring during reproduction. Variation ...
, Müller offered the first explanation for resemblance between certain
butterflies Butterflies are insects in the macrolepidopteran clade Rhopalocera from the order Lepidoptera, which also includes moths. Adult butterflies have large, often brightly coloured wings, and conspicuous, fluttering flight. The group comprises ...
that had puzzled the English naturalist Henry Walter Bates in 1862. Bates, like Müller, spent a significant part of his life in
Brazil Brazil ( pt, Brasil; ), officially the Federative Republic of Brazil (Portuguese: ), is the largest country in both South America and Latin America. At and with over 217 million people, Brazil is the world's fifth-largest country by area ...
, as described in his book '' The Naturalist on the River Amazons''. Bates conjectured that these abundant and distasteful butterflies might have been caused to resemble each other by their physical environment. Müller had also seen these butterflies first hand, and like Bates had collected specimens, and he proposed a variety of other explanations. One was
sexual selection Sexual selection is a mode of natural selection in which members of one biological sex choose mates of the other sex to mate with (intersexual selection), and compete with members of the same sex for access to members of the opposite sex (in ...
, namely that individuals would choose to mate with partners with frequently-seen coloration, such as those resembling other species. However, if as is usual, females are the choosers, then mimicry would be seen in males, but in sexually dimorphic species, females are more often mimetic. Another was, as Müller wrote in 1878, that "defended species may evolve a similar appearance so as to share the costs of predator education."


Müller's mathematical model

Müller's 1879 account was one of the earliest uses of a mathematical model in
evolutionary ecology Evolutionary ecology lies at the intersection of ecology and evolutionary biology. It approaches the study of ecology in a way that explicitly considers the evolutionary histories of species and the interactions between them. Conversely, it can ...
, and the first exact model of frequency-dependent selection. Mallet calls Müller's mathematical assumption behind the model "beguilingly simple". Müller presumed that the predators had to attack n unprofitable prey in a summer to experience and learn their warning coloration. Calling a1 and a2 the total numbers of two unprofitable prey species, Müller then argued that, if the species are completely unalike they each lose n individuals. However, if they resemble each other, then species 1 loses individuals, and species 2 loses individuals. Species 1 therefore gains and species 2 similarly gains in absolute numbers of individuals not killed. The proportional gain compared to the total population of species 1 is and similarly for species 2 , giving the per head fitness gain of the mimicry when the predators have been fully educated. Hence, Müller concluded, the proportion g1:g2 was , which equals , and the rarer species gains far more than the commoner one. The model is an approximation, and assumes the species are equally unprofitable. If one is more distasteful than the other, then the relative gains differ further, the less distasteful species benefiting more (as a square of the relative distastefulness) from the protection afforded by mimicry. This can be thought of as parasitic or quasi-Batesian, the mimic benefiting at the expense of the model. Later models are more complex and take factors such as rarity into account. The assumption of a fixed number n to be attacked is questionable. Müller also effectively assumed a step function, when a gradual change (a
functional response A functional response in ecology is the intake rate of a consumer as a function of food density (the amount of food available in a given ecotope). It is associated with the numerical response, which is the reproduction rate of a consumer as a fu ...
) is more plausible.


Non-deceitful mimicry

Biologists have not always viewed the Müllerian mechanism as mimicry, both because the term was strongly associated with Batesian mimicry, and because no
deceit Deception or falsehood is an act or statement that misleads, hides the truth, or promotes a belief, concept, or idea that is not true. It is often done for personal gain or advantage. Deception can involve dissimulation, propaganda and sleight o ...
was involved—unlike the situation in Batesian mimicry, the aposematic signals given by Müllerian mimics are (unconsciously) honest. Earlier terms, no longer in use, for Müllerian mimicry included "homotypy", "nondeceitful homotypy" and "arithmetic homotypy".


Evolution


Aposematism, camouflage, and mimicry

Müllerian mimicry relies on
aposematism Aposematism is the advertising by an animal to potential predators that it is not worth attacking or eating. This unprofitability may consist of any defences which make the prey difficult to kill and eat, such as toxicity, venom, foul taste ...
, or warning signals. Dangerous organisms with these honest signals are avoided by predators, which quickly learn after a bad experience not to pursue the same unprofitable prey again.
Learning Learning is the process of acquiring new understanding, knowledge, behaviors, skills, values, attitudes, and preferences. The ability to learn is possessed by humans, animals, and some machines; there is also evidence for some kind of lea ...
is not actually necessary for animals which
instinct Instinct is the inherent inclination of a living organism towards a particular complex behaviour, containing both innate (inborn) and learned elements. The simplest example of an instinctive behaviour is a fixed action pattern (FAP), in which a v ...
ively avoid certain prey; however, learning from experience is more common. The underlying concept with predators that learn is that the warning signal makes the harmful organism easier to remember than if it remained as well
camouflage Camouflage is the use of any combination of materials, coloration, or illumination for concealment, either by making animals or objects hard to see, or by disguising them as something else. Examples include the leopard's spotted coat, the b ...
d as possible. Aposematism and camouflage are in this way opposing concepts, but this does not mean they are mutually exclusive. Many animals remain inconspicuous until threatened, then suddenly employ warning signals, such as startling eyespots, bright colours on their undersides or loud vocalizations. In this way, they enjoy the best of both strategies. These strategies may also be employed differentially throughout development. For instance, large white butterflies are aposematic as
larva A larva (; plural larvae ) is a distinct juvenile form many animals undergo before metamorphosis into adults. Animals with indirect development such as insects, amphibians, or cnidarians typically have a larval phase of their life cycle. ...
e, but are Müllerian mimics once they emerge from development as
adult An adult is a human or other animal that has reached full growth. In human context, the term ''adult'' has meanings associated with social and legal concepts. In contrast to a " minor", a legal adult is a person who has attained the age of maj ...
butterflies.


Selective advantage

Many different prey of the same predator could all employ their own warning signals, but this would make no sense for any party. If they could all agree on a common warning signal, the predator would have fewer detrimental experiences, and the prey would lose fewer individuals educating it. No such conference needs to take place, as a prey species that just so happens to look a little like an unprofitable species will be safer than its conspecifics, enabling
natural selection Natural selection is the differential survival and reproduction of individuals due to differences in phenotype. It is a key mechanism of evolution, the change in the heritable traits characteristic of a population over generations. Cha ...
to drive the prey species toward a single warning language. This can lead to the
evolution Evolution is change in the heritable characteristics of biological populations over successive generations. These characteristics are the expressions of genes, which are passed on from parent to offspring during reproduction. Variation ...
of both
Batesian Batesian mimicry is a form of mimicry where a harmless species has evolved to imitate the warning signals of a harmful species directed at a predator of them both. It is named after the English naturalist Henry Walter Bates, after his work on Bu ...
and Müllerian mimicry, depending on whether the mimic is itself unprofitable to its predators, or just a free-rider. Multiple species can join the protective cooperative, expanding the mimicry ring. Müller thus provided an explanation for Bates' paradox; the mimicry was not, in his view, a case of exploitation by one species, but rather a mutualistic arrangement, though his mathematical model indicated a pronounced asymmetry.


Relationship to Batesian mimicry

The Müllerian strategy is usually contrasted with
Batesian mimicry Batesian mimicry is a form of mimicry where a harmless species has evolved to imitate the warning signals of a harmful species directed at a predator of them both. It is named after the English naturalist Henry Walter Bates, after his work on ...
, in which one harmless species adopts the appearance of an unprofitable species to gain the advantage of predators' avoidance; Batesian mimicry is thus in a sense
parasitic Parasitism is a close relationship between species, where one organism, the parasite, lives on or inside another organism, the host, causing it some harm, and is adapted structurally to this way of life. The entomologist E. O. Wilson ha ...
on the model's defences, whereas Müllerian is to mutual benefit. However, because comimics may have differing degrees of protection, the distinction between Müllerian and Batesian mimicry is not absolute, and there can be said to be a spectrum between the two forms. Viceroy butterflies and
monarch A monarch is a head of stateWebster's II New College DictionarMonarch Houghton Mifflin. Boston. 2001. p. 707. Life tenure, for life or until abdication, and therefore the head of state of a monarchy. A monarch may exercise the highest authority ...
s (types of admiral butterfly) are both poisonous Müllerian mimics, though they were long thought to be Batesian.
Mitochondrial DNA Mitochondrial DNA (mtDNA or mDNA) is the DNA located in mitochondria, cellular organelles within eukaryotic cells that convert chemical energy from food into a form that cells can use, such as adenosine triphosphate (ATP). Mitochondrial D ...
analysis of admiral butterflies shows that the viceroy is the basal lineage of two western sister species in North America. The variation in wing patterns appears to have preceded the evolution of toxicity, while other species remain non-toxic, refuting the hypothesis that the toxicity of these butterflies is a conserved characteristic from a common ancestor.


Non-visual mimicry

Müllerian mimicry need not involve
visual The visual system comprises the sensory organ (the eye) and parts of the central nervous system (the retina containing photoreceptor cells, the optic nerve, the optic tract and the visual cortex) which gives organisms the sense of sight ...
mimicry; it may employ any of the
sense A sense is a biological system used by an organism for sensation, the process of gathering information about the world through the detection of stimuli. (For example, in the human body, the brain which is part of the central nervous system re ...
s. For example, many snakes share the same auditory warning signals, forming an auditory Müllerian mimicry ring. More than one signal may be shared: snakes can make use of both auditory signals and warning coloration.


Negative frequency-dependent selection

There is a negative correlation between the frequency of mimics and the "survivability" of both species involved. This implies that it is reproductively beneficial for both species if the models outnumber the mimics; this increases the negative interactions between predator and prey.


Genetics

Some insight into the evolution of mimetic color mimicry in Lepidoptera in particular can be seen through the study of the Optix gene. The Optix gene is responsible for the '' Heliconius'' butterflies' signature red wing patterns that help it signal to predators that it is toxic. By sharing this coloration with other poisonous red winged butterflies the predator may have pursued previously, the Heliconius butterfly increases its chance of survival through association. By mapping the genome of many related species of ''Heliconius'' butterflies "show that the cis-regulatory evolution of a single transcription factor can repeatedly drive the convergent evolution of complex color patterns in distantly related species…". This suggests that the evolution of a
non-coding Non-coding DNA (ncDNA) sequences are components of an organism's DNA that do not encode protein sequences. Some non-coding DNA is transcribed into functional non-coding RNA molecules (e.g. transfer RNA, microRNA, piRNA, ribosomal RNA, and regul ...
piece of DNA that regulates the transcription of nearby genes can be the reason behind similar
phenotypic In genetics, the phenotype () is the set of observable characteristics or traits of an organism. The term covers the organism's morphology or physical form and structure, its developmental processes, its biochemical and physiological pr ...
coloration between distant species, making it hard to determine if the trait is homologous or simply the result of
convergent evolution Convergent evolution is the independent evolution of similar features in species of different periods or epochs in time. Convergent evolution creates analogous structures that have similar form or function but were not present in the last com ...
.


Two step evolution

One proposed mechanism for Müllerian mimicry is the "two step hypothesis". This states that a large mutational leap initially establishes an approximate resemblance of the mimic to the model, both species already being aposematic. In a second step, smaller changes establish a closer resemblance. This is only likely to work, however, when a trait is governed by a single gene, and many coloration patterns are certainly controlled by multiple genes.


Advergence versus mutualism

The mimic poison frog '' Ranitomeya (Dendrobates) imitator'' is polymorphic, with a striped morph that imitates the black and yellow striped morph of '' Ranitomeya variabilis'', a spotted morph that imitates the largely blue-green highland spotted morph also of ''R. variabilis'', and a banded morph that imitates the red and black banded '' Ranitomeya summersi''. ''R. imitator'' has thus apparently evolved in separate populations to resemble different targets, i.e. it has changed to resemble (adverged on) those target species, rather than both ''R. imitator'' and the other species mutually converging in the way that Müller supposed for tropical butterflies. Such advergence may be common. The mechanism was proposed by the entomologist F. A. Dixey in 1909 and has remained controversial; the evolutionary biologist James Mallet, reviewing the situation in 2001, suggested that in Müllerian mimicry, advergence may be more common than convergence. In advergent evolution, the mimicking species responds to predation by coming to resemble the model more and more closely. Any initial benefit is thus to the mimic, and there is no implied mutualism, as there would be with Müller's original convergence theory. However, once model and mimic have become closely similar, some degree of mutual protection becomes likely. This theory would predict that all mimicking species in an area should converge on a single pattern of coloration. This does not appear to happen in nature, however, as ''Heliconius'' butterflies form multiple Müllerian mimicry rings in a single geographical area. The finding implies that additional evolutionary forces are probably at work.


Mimicry complexes

bumblebee A bumblebee (or bumble bee, bumble-bee, or humble-bee) is any of over 250 species in the genus ''Bombus'', part of Apidae, one of the bee families. This genus is the only Extant taxon, extant group in the tribe Bombini, though a few extinct r ...
s are Müllerian mimics, with effective stings and similar
warning coloration Aposematism is the advertising by an animal to potential predators that it is not worth attacking or eating. This unprofitability may consist of any defences which make the prey difficult to kill and eat, such as toxicity, venom, foul taste ...
"> File:Bombus terrestris (Buff-tailed bumblebee) - queen - Flickr - S. Rae.jpg, ''
Bombus terrestris ''Bombus terrestris'', the buff-tailed bumblebee or large earth bumblebee, is one of the most numerous bumblebee species in Europe. It is one of the main species used in greenhouse pollination, and so can be found in many countries and areas wh ...
'' File:Bombus lucorum - Centaurea scabiosa - Keila.JPG, '' Bombus lucorum'' File:Bombus hortorum queen - Echium vulgare - Keila.jpg, '' Bombus hortorum'' File:Tree bumblebee (RLs) (34742598795).jpg, ''
Bombus hypnorum The tree bumblebee or new garden bumblebee (''Bombus hypnorum'') is a species of bumblebee common in the European continent and parts of Asia. Since the start of the twenty-first century, it has spread to the United Kingdom and Iceland. These ...
''
Müllerian mimicry often occurs in clusters of multiple species called rings. Müllerian mimicry is not limited to butterflies, where rings are common; mimicry rings occur among
Hymenoptera Hymenoptera is a large order of insects, comprising the sawflies, wasps, bees, and ants. Over 150,000 living species of Hymenoptera have been described, in addition to over 2,000 extinct ones. Many of the species are parasitic. Females typic ...
, such as
bumblebee A bumblebee (or bumble bee, bumble-bee, or humble-bee) is any of over 250 species in the genus ''Bombus'', part of Apidae, one of the bee families. This genus is the only Extant taxon, extant group in the tribe Bombini, though a few extinct r ...
s, and other insects, and among vertebrates including fish and
coral snake Coral snakes are a large group of elapid snakes that can be divided into two distinct groups, the Old World coral snakes and New World coral snakes. There are 16 species of Old World coral snakes, in three genera (''Calliophis'', ''Hemibungarus ...
s. Bumblebees ''
Bombus A bumblebee (or bumble bee, bumble-bee, or humble-bee) is any of over 250 species in the genus ''Bombus'', part of Apidae, one of the bee families. This genus is the only extant group in the tribe Bombini, though a few extinct related genera ...
'' are all aposematically coloured in combinations, often stripes, of black, white, yellow, and red; and all their females have stings, so they are certainly unprofitable to predators. There is evidence that several species of bumblebees in each of several areas of the world, namely the American West and East coasts, Western Europe, and Kashmir, have converged or adverged on mutually mimetic coloration patterns. Each of these areas has one to four mimicry rings, with patterns different from those in other areas. The relationships among mimics can become complex. For example, the poison fangblenny ''
Meiacanthus ''Meiacanthus'' is a genus of combtooth blennies found in the western Pacific and Indian oceans. Many species in this genus make their way into the aquarium trade and several are venomous. The genus name ''Meiacanthus'' is derived from the Gre ...
'' spp. have hollow canines and poison glands, and are avoided by predatory fish. The blenny '' Plagiotremus townsendi'' resembles ''Meiacanthus'' and is eaten by a variety of predators, so it is a Batesian mimic in their case: but it is avoided by the lionfish, ''
Pterois volitans The red lionfish (''Pterois volitans'') is a venomous coral reef fish in the family Scorpaenidae, order Scorpaeniformes. It is mainly native to the Indo-Pacific region, but has become an invasive species in the Caribbean Sea, as well as along the ...
'', making it also a Müllerian mimic. Sets of associated rings are called complexes. Large complexes are known among the North American velvet ants in the genus '' Dasymutilla''. Out of 351 species examined in one study, 336 had morphological similarities, apparently forming 8 distinct mimetic rings; 65 species in another study appeared to form six rings separable by both morphology and geography.


Taxonomic range

Müllerian mimicry was discovered and has mainly been researched in insects. However, there is no reason why the mechanism's evolutionary advantages should not be exploited in other groups. There is some evidence that birds in the New Guinea genus ''
Pitohui The pitohuis are bird species endemic to New Guinea. The onomatopoeic name is thought to be derived from that used by New Guineans from nearby Dorey (Manokwari), but it is also used as the name of a genus '' Pitohui'' which was established by the ...
'' are Müllerian mimics. '' Pitohui dichrous'' and '' Pitohui kirhocephalus'' "share a nearly identical colour pattern" where their geographic ranges overlap, but differ elsewhere; they are conspicuous; and they are chemically defended by a powerful
neurotoxic Neurotoxicity is a form of toxicity in which a biological, chemical, or physical agent produces an adverse effect on the structure or function of the central and/or peripheral nervous system. It occurs when exposure to a substance – specificall ...
alkaloid Alkaloids are a class of basic, naturally occurring organic compounds that contain at least one nitrogen atom. This group also includes some related compounds with neutral and even weakly acidic properties. Some synthetic compounds of simila ...
,
batrachotoxin Batrachotoxin (BTX) is an extremely potent cardio- and neurotoxic steroidal alkaloid found in certain species of beetles, birds, and frogs. The name is from the Greek word grc, βάτραχος, bátrachos, frog, label=none. Structurally-relate ...
, in their feathers and skin. This combination of facts implies that the populations in these zones of overlap have converged to share honest warning signals. Many species of
flower A flower, sometimes known as a bloom or blossom, is the reproductive structure found in flowering plants (plants of the division Angiospermae). The biological function of a flower is to facilitate reproduction, usually by providing a mechanis ...
s resemble each other but actual mimicry has not been demonstrated. It has been proposed that spiny plants such as
Cactaceae A cactus (, or less commonly, cactus) is a member of the plant family Cactaceae, a family comprising about 127 genera with some 1750 known species of the order Caryophyllales. The word ''cactus'' derives, through Latin, from the Ancient Gre ...
and '' Agave'' in the Americas, ''
Aloe ''Aloe'' (; also written ''Aloë'') is a genus containing over 650 species of flowering succulent plants.WFO (2022): Aloe L. Published on the Internet;http://www.worldfloraonline.org/taxon/wfo-4000001341. Accessed on: 06 Nov 2022 The most wi ...
'', ''
Euphorbia ''Euphorbia'' is a very large and diverse genus of flowering plants, commonly called spurge, in the family Euphorbiaceae. "Euphorbia" is sometimes used in ordinary English to collectively refer to all members of Euphorbiaceae (in deference to t ...
'', white-thorned ''
Acacia ''Acacia'', commonly known as the wattles or acacias, is a large genus of shrubs and trees in the subfamily Mimosoideae of the pea family Fabaceae. Initially, it comprised a group of plant species native to Africa and Australasia. The genus nam ...
'' in Africa and spiny
Asteraceae The family Asteraceae, alternatively Compositae, consists of over 32,000 known species of flowering plants in over 1,900 genera within the order Asterales. Commonly referred to as the aster, daisy, composite, or sunflower family, Compositae ...
of the Mediterranean may form Müllerian mimicry rings, as they are strongly defended, are generally agreed to be aposematic, have similar conspicuous patterns and coloration, and are found in overlapping territories. Aposematic
mammal Mammals () are a group of vertebrate animals constituting the class Mammalia (), characterized by the presence of mammary glands which in females produce milk for feeding (nursing) their young, a neocortex (a region of the brain), fur ...
s in the families
Mustelidae The Mustelidae (; from Latin ''mustela'', weasel) are a family of carnivorous mammals, including weasels, badgers, otters, ferrets, martens, minks and wolverines, among others. Mustelids () are a diverse group and form the largest family in th ...
,
Viverridae Viverridae is a family (biology), family of small to medium-sized, feliform mammals. The viverrids () comprise 33 species placed in 14 genera. This family was named and first described by John Edward Gray in 1821. Viverrids occur all over Africa, ...
, and Herpestidae have independently evolved conspicuous black-and-white coloration, suggesting that Müllerian mimicry may be involved.


In marketing

The evolutionary zoologist
Thomas N. Sherratt Thomas N. Sherratt, known as Tom, is a professor of evolutionary ecology at Carleton University, Canada. He is known for his research on camouflage, aposematism and mimicry. Life Sherratt read his bachelor's degree at the University of Edinburgh, a ...
suggests that different types of mimicry occur in
brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
and product
marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...
. He notes that distinctive forms like the
Coca-Cola Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance bar, temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pembe ...
bottle's shape are defended by businesses, whereas rival companies have often imitated such famous motifs to benefit from the investment and reputation of their well-known competitors, constituting Batesian mimicry. Sherratt observes that the
packaging Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of designing, evaluating, and producing packages. Packaging can be described as a c ...
of British
supermarket A supermarket is a self-service shop offering a wide variety of food, beverages and household products, organized into sections. This kind of store is larger and has a wider selection than earlier grocery stores, but is smaller and more limit ...
own brands of
potato crisps A potato chip (North American English; often just chip) or crisp (British and Irish English) is a thin slice of potato that has been either deep fried, baked, or air fried until crunchy. They are commonly served as a snack, side dish, or appe ...
are consistently colour-coded red for the ready-salted variety, blue for salt and vinegar, and green for cheese and onion, across the major chains
Sainsbury's J Sainsbury plc, trading as Sainsbury's, is the second largest chain of supermarkets in the United Kingdom, with a 14.6% share of UK supermarket sales. Founded in 1869 by John James Sainsbury with a shop in Drury Lane, London, the company ...
,
Tesco Tesco plc () is a British Multinational corporation, multinational groceries and general merchandise retailer headquartered in Welwyn Garden City, England. In 2011 it was the third-largest retailer in the world measured by gross revenues an ...
,
Asda Asda Stores Ltd. () (often styled as ASDA) is a British supermarket chain. It is headquartered in Leeds, England. The company was founded in 1949 when the Asquith family merged their retail business with the Associated Dairies company of Yorks ...
, and
Waitrose Waitrose & Partners (formally Waitrose Limited) is a brand of British supermarkets, founded in 1904 as Waite, Rose & Taylor, later shortened to Waitrose. It was acquired in 1937 by employee-owned retailer John Lewis Partnership, which still se ...
. He argues that this sharing of pattern is very unlikely to have arisen by chance, in which case the resemblance is intentionally to inform customers reliably (honest signalling) of what each package contains, to mutual benefit in the manner of Müllerian mimicry.


See also

*
Deception in animals Deception in animals is the transmission of misinformation by one animal to another, of the same or different species, in a way that propagates beliefs that are not true. Mimicry and camouflage enable animals to appear to be other than they are. ...


Notes


References


Sources

* * * Chapters 9 and 11 provide an overview.


Further reading

* Especially chapters 7 and 8. {{DEFAULTSORT:Mullerian Mimicry Mimicry Antipredator adaptations Mutualism (biology) Warning coloration Chemical ecology