This first shot (above) was taken in full sun, extreme close-up.
Here's what the camera saw when the plant was set in shade.
Here we are in part sun; part shade. This is the closest the camera came to capturing the color as seen by the naked eye.
These plants are difficult to keep alive, much less attractive, once the holiday season for which they are cultivated ends. We kept a red one going for a year, but did not get repeat "bloom" (development of the colored bracts). Enjoy them while they last, but don't get emotionally invested.