The colour looked nothing like the photo when it arrived

Ordered a piece in what looked like a deep wine colour on the site. What arrived is much brighter and pinker than anything I had in my head, and it is not a colour I would have picked if I had seen it properly.

It is not a fault. Nothing is wrong with the garment. It is just not what I thought I was buying, and it is not cheap, so I am sitting here quite deflated about it.

Is this simply what happens with buying online, or is there a way of getting a proper look at a colour before you commit? And has anyone come round to a colour they initially did not like, or is that wishful thinking?