The selection of prey by predators should, theoretically, favour uniformity in the warning signals displayed by unpalatable prey. Nevertheless, some aposematically coloured species are polymorphic. We tested the hypothesis that colour morphs of unpalatable prey differ in the efficacy of their aposematic signal for birds, thereby affecting the selective advantages of these morphs. We used colour morphs (red-and-black light, red-and-black dark and metallic) of the chemically defended leaf beetle Chrysomela lapponica. In laboratory experiments, naïve great tits (Parus major) attacked live beetles of all colour morphs at the same rate. By contrast, wild-caught tits attacked light beetles at first encounter at the same rate as a novel control prey, but significantly avoided both dark and metallic beetles. Beetles of all colour morphs were similarly unpalatable for birds, and about half of the attacked beetles were released unharmed. Avoidance learning was similarly fast for all three leaf beetle morphs. However, in the next-day memory test, the dark beetles were attacked at a greater rate than beetles of two other morphs, indicating their lower memorability. A field experiment suggests that at low C. lapponica population densities, dark beetles have a survival advantage over light beetles, potentially due to the lesser conspicuousness of the dark pattern; however, when the density is high, dark beetles lose this advantage due to the low memorability of their pattern. Thus, the direction of selective bird predation on prey colour morphs may depend on prey density and thereby contribute to temporal shifts in colour morph frequencies following population fluctuations.