In the microwave part of the spectrum, where losses are minimal, metal films regularly patterned (perforated) on the sub-wavelength scale achieve spectral selectivity by balancing the transmission and reflection characteristics of the surface. Here we show for optical frequencies, where joule losses are important, that periodic structuring of a metal film without violation of continuity (i.e. without perforation) is sufficient to achieve substantial modification of reflectivity. By engineering the geometry of the structure imposed on a surface one can dramatically change the perceived color of the metal without employing any form of chemical modification, thin-film coating or diffraction effects. This novel frequency selective effect is underpinned by plasmonic Joule losses in the constituent elements of the patterns (dubbed 'intaglio' and 'bas relief' metamaterials to distinguish indented and raised structures respectively) and is specific to the optical part of the spectrum. It has the advantage of maintaining the integrity of metal surfaces and is well suited to high-throughput fabrication via techniques such as nano-imprint.