This is striking plant when it is in full bloom, as the flowers are large and colorful. There is a cultivated form, called 'White Swan,' that is often grown in flower gardens, but plants with white flowers are very rare in the wild. Purple Coneflower seems to attract more than its fair share of butterflies, particularly in sunny, sheltered areas. It can be distinguished from Echinacea pallida (Pale Purple Coneflower) by its broader leaves, bushier habit, and later blooming period.