Like all members of the sunflower family, the flowering structure is a composite inflorescence, with rose-colored (rarely yellow or white) florets arranged in a prominent, somewhat cone-shaped head – "cone-shaped" because the petals of the outer ray florets tend to point downward (are reflexed) once the flower head opens, thus forming a cone. Plants are generally long lived, with distinctive flowers. The common name "cone flower" comes from the characteristic center "cone" at the center of the flower head. The generic name "Echinacea" is rooted in the Greek word ἐχῖνος ("echinos"), meaning hedgehog, in reference to the spiky appearance and feel of the flower heads.