Trial and error, sort to speak.
An specimen develops a singular pattern, let’s say due to mutations, and that make it more successful at hunting/surviving, that allow it to mate more than others than have brighter colours or more simplistic patterns.
Repeating this over the generations drives the definition of a particular pattern.
I am not an expert but imagine a albino grizzle bear hunting more in the North Pole than its brown relatives. That fur colour allowed him to survive better then.
PS: Not an expert, please be nice.
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