The authors, using column, thin-layer and high-performance liquid chromatography, investigated carotenoid content in variously coloured (white, red, pink, orange, yellow, green, blue, violet and navy) flower petals of 42 plant species in full day insolation and in shade. 36 carotenoids were identified. Total carotenoid content ranged from 4.4 (Rosa wichuraiana) to 1957.3 μg g^-1 dry mass (Crepis capillaris). The analyses revealed the presence of carotenoids in all colours, but the highest content was found in yellow petals. In petals of all colours collected from insolated sites the total content of carotenoids, β-carotene and violaxanthin was significantly lower as compared to those kept in shade. However, the content of two lutein forms, zeaxanthin and mutatoxanthin in all the colours of petals collected from insolated sites was higher in comparison to the values for shady places. We observed a similar phenomenon in Nuphar luteum (water plant), not only in petals but also in the remaining parts of flowers. Higher content of zeaxanthin and lower of violaxanthin in flower petals growing in sunny places is associated with the so called xanthophyllic or violaxanthin cycle.