Indeed, they often look different, and a great many fluoresce to some extent - often highlighting the key structures that need fertilisation, nature’s ‘tramp-stamp’…
The one we’re all taught about in school is hedge bindweed - currently in flower here - which looks white to human eyes, but when blacklit has strong ‘landing-pad’ markings for the benefit, chiefly, of bumble bees - here illustrated with a pink variant established in the US, with the hue shifted to the blue you’d see under UV:
Usual variant -
Interestingly, a few flowering plants also manage to actively emit infra-red, usually ones that flower at night or in dark forested understories, and which often have otherwise extremely inconspicuous inflorescences. My google-fu is weak today, so I can’t find an example.
Another example - but one that’s harder to explain - is the colour patterning in the shells of many molluscs: in many, the colour is hidden beneath a layer of chitinous material called the periostracum, yet even in closely related species there may be no pattern, no perisotracum, or the pattern may also be included in the periostracum as well!
These patterns are always more vivid in UV - even in species which live at water depths far below which any wavelength of light can reach. Furthermore, although the periostracum doesn’t survive being fossilised, and nor indeed do the visible-light colour patterns in the shell, yet if you hold a (e.g.) 160 million year old fossil gastropod or bivalve under a good strong source of UV light - the colour pattern sometimes reappears:
(a, c - visible light; b, d - same under UV, Oxfordian, France)
Some molluscs in which the colour pattern is always visible clearly derive benefit from normal or disruption camouflage, e.g. -
And it may also have value for mate selection - i.e. avoiding wasteful attempts to breed with closely-related, visually-similar but genetically-incompatible species.
But why this is hidden in some, yet is persistently visible in so profound a way as to be incorporated into the very structure of the shell in a fossilisable way hasn’t (TTBOMK) been adequately explained yet.
…and I’ve banged-on too much again…