Over time, positive physiological differences between parent and offspring can become exacerbated over generations, eventually becoming adaptive structures that increase the overall fitness of the species. These structures develop depending on the external, environmental and sexual stresses that are existing at the time for that particular species.
Specialised structures can evolve for many purposes, including defence, offence, mate attraction, as well as many others. These structures can be hidden, or visually spectacular, depending on their origins and purposes.
Some of the most spectacular adaptations can be seen when evolved for mate attraction. Examples of this are seen in the Birds of Paradise, where the males have developed extremely intricate and elaborate displays in order to impress the females.
Luke Fryer 2013, YouTube, 16th March 2014 <http://www.youtube.com/watch?v=W7QZnwKqopo>