Wood is a natural product, which can change color over time. Some woods have more obvious color change than others.
Cherry can look very pale when freshly cut. Over time, it will darken to the reddish brown usually associated with the wood. It is one of the few woods that most people are familiar with the aged look.
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Wood will bleach if left in direct sun; the temperature difference from the sunny side to the shaded side of the item can also have detrimental effects.