Plumage coloration can have substantial effects on a bird's energy budget. This is because different colours reflect and absorb light differently, affecting the heat loads acquired from solar radiation. We examine the thermal effects of feather coloration on solar heat gain and flight performance and discuss the potential role of plumage colour on a bird's energy budget. Early investigations of the effects of plumage colour on thermoregulation revealed complex interactions between environmental conditions and physical properties of the plumage that may have led to diverse behavioural and physiological adaptations of birds to their thermal environment. While darker feather surfaces absorb more light, and heat more, than light‐coloured surfaces under exposure to the sun, this relationship is not always straightforward when considering heat transfer to the skin. Heat transfer through plumage varies depending on multiple factors, such as feather density and transmission of light. For instance, higher transmissivity of light‐coloured plumage can increase heat loads reaching skin level, while conduction and convection transfer heat from the surface of dark feathers to the skin. Solar heating can affect the metabolic costs of maintaining a constant body temperature, and depending on environmental conditions, colours can have either a positive or negative effect on a bird's energy budget. More specifically, solar heating can be advantageous in the cold but may increase the energetic costs associated with thermoregulation when ambient temperature is high. More recent studies have further suggested that the thermal properties of feather coloration might reduce the energetic costs of flight. This is because surface heating can affect the ratio between lift and drag on a wing. As concluding remarks, we provide future directions for new lines of research that will aid in improving our understanding of the thermal effects of feather coloration on a bird's energy budget, which can potentially explain factors driving colour evolution and distribution patterns in birds.