The explanation begins with the fact that the components of paint reflect light differently when they are wet (in-can) compared to when they are dried (on the wall). These subtle differences are quite common and not a reflection on the quality of a paint product.
A handy tip to make sure you are happy with the end color on your wall is to use a sampler pot, apply the paint and check how it looks after drying. Many of the high quality paint brands offer tester pots from the different ranges available.
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