We've noticed that fish that are a brilliant red in the fish store usually turn out to be orange when we get them home. We replaced the fluorescent light on our Aqueon full hood with a white LED strip, and used the extra slot for a BeautyMax light strip (red, green, and blue lights that actually end up looking pink when they combine). The difference was significant -- colors pop a lot more, and we also don't have a glare off of the universalrocks.com white holey rock that is the tank's backdrop. We didn't even realize we had a bad glare until we got rid of the fluorescent bulb. All that said, the fish still look orange unless they are near the surface directly under the LED lights. Then they magically appear the brilliant red that we saw in the store. I'm not complaining, we think the fish look neat in orange too, but I'm just curious - what is the fish store doing differently with their lighting? Besides the multi-colored BeautyMax strip, Aqueon also has a ColorMax strip which is just white and red. Maybe that makes reds pop more? I guess I could always get one and swap it out with the BeautyMax to see the difference. Our tank has a full hood with a clear strip down the middle that the light sits on. This means that the fish aren't fully in the light if they are in the front third or back third of the tank, at least while near the top. We wondered if maybe a transparent hood would improve lighting, but doesn't look like Aqueon offers a transparent option (I did find a glass top they offer which fits a couple of their breeder tanks, but we have their 38 gallon which is different). I saw some fancy programmable LED light strips when I was shopping for a replacement to fluorescent, but they rest on the two narrow edges and are elevated above the top of the tank somewhat - they seem to require that you don't have a hood at all in order for them to be effective. We don't want to go without a hood mainly because of our cat, but also because not sure if any of our fish are jumpers.