Salvia - red annual fading in full sun??

Bartlett, TN(Zone 7b)

tag says full sun & I have it in full sun (all day 'full' sun), but it is looking ... well ... kinda bleached out or fading & not bright red. What's the deal?? Am I supposed to be pinching these at a certain point or are they getting too much sun?

Thumbnail by 2racingboys
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