Floral displays suffer from sulphur deprivation

•We experimentally investigated the effects of sulphur, nitrogen and phosphorous limitation on various floral traits.•Sulphur deficiency decreased floral display size, caused aberrant flower shapes and altered the size and nutrient composition of pollen.•Carotenoid synthesis was reduced by sulphur limitation, leading to a clear reduction in flower colour and visibility to pollinators.•Experiments with nitrogen and phosphorous limitation showed that the observed effects were not a general nutrient limitation response, but specific to sulphur limitation.