Genetic polymorphisms for floral color are interesting phenomena to study because they are likely to be maintained by opposing selective forces. Pollinator preferences may exert direct selection on floral color; however, floral color might also be the indirect target of selection through genetic associations with other traits under selection. Malva moschata (Malvaceae) is a North American species that produces either red or white flowers. In the present study, we present reflectance spectrophotometry data that characterize the nature of floral color variation in this species and show that honey bees and bumble bees should be able to distinguish between the morphs through differential sensitivity at the green (long-wavelength) photoreceptor. Second, we use a series of phenotypic measures to investigate whether the color morphs differ with respect to other floral traits, vegetative traits or female reproductive success, and use a series of correlation analyses to infer the relative independence of color from these other traits. We found that red-flowered morphs produced more anthers per flower and had greater leaf area, and that whiteflowered morphs had greater percentage fruit set; however, there were no reproductive success differences between the morphs. The relationship between flower size and anther number was the only correlation that differed between the morphs. Finally, a series of pollinator-choice experiments showed that bumble bees strongly prefer red morphs in terms of visit frequency and duration, but honey bees have no preference. Taken together, our results suggest that color is rather independent of other phenotypic traits, and that honey bee abundance is likely to play a role in maintaining color variation in this system.