Colors arise from the presence (and absence) of 1...N simultaneous wavelengths triggering a suite of inexact biosensors.
If you ever see magenta in a natural rainbow, it's only because there are two-or-more spectrums are overlapping in a messy and inexact manner.
TLDR: "Color" is to "wavelength" as "taste" is to "chemical".
http://newsfeed.time.com/2012/03/07/does-the-color-pink-exis...
http://gizmodo.com/if-the-color-pink-doesnt-scientifically-e...
http://blogs.scientificamerican.com/observations/2012/03/05/...
If there's one saving grace, I suppose it's that we're not tetrachromatics, right? ;)
http://discovermagazine.com/2012/jul-aug/06-humans-with-supe...
Importantly, I was thinking along the lines of some insects and spiders that are capable of seeing into the UV spectrum for sexual signalling or locating food sources (e.g. flowers). Which reminds me that there's been some evidence that suggests those who've had cataract surgery may be able to see deeper into the violet spectrum without a UV-filtering obstacle in place. But that's likely just the function of the blue-sensitive cells.