Contents 350 I. 350 II. 350 III. 352 IV. 353 V. 353 353 References 354 SUMMARY: This Tansley Insight focuses on recent advances in our understanding of how flowers manipulate physical forces to attract animal pollinators and ensure reproductive success. Research has traditionally explored the role of chemical pigments and volatile organic compounds as cues for pollinators, but recent reports have demonstrated the importance of physical and structural means of pollinator attraction. Here we explore the role of petal microstructure in influencing floral light capture and optics, analysing colour, gloss and polarization effects. We discuss the interaction between flower, pollinator and gravity, and how petal surface structure can influence that interaction. Finally, we consider the role of electrostatic forces in pollen transfer and pollinator attraction. We conclude that this new interdisciplinary field is evolving rapidly.