Why is my new ram so dull?

Well, I've been researching about Rams for a while, and I went to Pets at home to buy some bog wood for my tank, and because I couldn't wait to get one... I brought one, but they was all do pale, so I brought the most colourful one, and he's still pretty dull, why is this? Will he become more bright in my tank? He's in my South American Biotope with some oto's. He's not sparkly or anything? Tank is heavily planted. Any tips on how to make him more colourful and shiny?! He's fed on high quality flake food by tetra at the moment, need idea's like food to help his colouration. I'm guessing blood worms or something? I forgot to say, what should I name him? A nice unusual name please?:D