Agree with Rocksor, and Ryan, but if you look them up to compare, you may notice each shows much more color than the pic you have above. Just as Ryan said, I believe this is in part because (with many cichlids) it is unconsciously instinctual to try to blend in as much as possible with the majority of the substrate, to avoid predation from above (birds are some of cichlids most common predators).
Your substrate is unnaturally bright and white, and consequently many cichlids will wash out (show subdued color) under that condition.