Purple Coneflower (Echinacea purpurea) gets its common name from the conical form its center takes as it grows. The species name Echinacea is Latin for "hedgehog," referring to the spiny texture of the center. This vigorous wildflower's color, uniquely graceful blossoms, and 3-5-foot height are always striking in the garden. And, as this Monarch might testify, butterflies love it.