What is the advantage of protective coloration and mimicry to organisms?

Most organisms, in the course of evolution, have adapted to mislead predators or prey. So the toads that live in the forests of the Amazon have a characteristic bright color, thus they warn that they are poisonous and it is better not to touch them. Others, on the contrary, have a color that merges with the environment, thereby masking the animal from other organisms. So a chameleon can take on the color of the environment, merging with the colors of the environment. Disguise helps the chameleon to sneak up on victims.