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White colouration is a common and important component of animal visual signalling and camouflage, but how and why it varies across species is poorly understood. White is produced by wavelength-independent and diffuse scattering of light by the internal structures of materials, where the degree of brightness is related to the amount of light scattered. Here, we investigated the morphological basis of brightness differences among unpigmented pennaceous regions of white body feathers across 61 bird species. Using phylogenetically controlled comparisons of reflectance and morphometric measurements, we show that brighter white feathers had larger and internally more complex barbs than duller white feathers. Higher brightness was also associated with more closely packed barbs and barbules, thicker and longer barbules, and rounder and less hollow barbs. Larger species tended to have brighter …