Some cichlids are like chameleons, their colors can change dramatically with their moods. If theyre feeling dominant and comfy, they show their bright colors, and when scared, show their dull colors. However, if you buy a brightly colored fish and in a few weeks or months he fades out and never regains that color, he has probably been treated with hormones, an inhumane, yet increasingly common practice, and will never regain the color. Alot of cichlids take a long time to gain their mature adult coloration, so greedy breeders and LFS owners feed them testosterone when young to move them and make a profit. This treatment ruins the fish's ability to make testosteron on their own and can even make them sterile.
I do not know of any cichlid that gets less colorful because "that's the type of cichlid he is". Sounds like a LFS told you a lie. Theyre born plainly colored so theyre better camoflauged and have a better chance of survival.