All my Coleus do better in the shade and have nicer colors. The one in this picture with the red leaves and green edges does ok in the sun as I accidentally found out when I was away for 3 months in spring 2020. As long as it gets enough water they survive, but in general, much happier in the shade.
The lacy one on the left is variety 'Florida Beauty' I think. I have another called 'Dip't in Wine' that has red on the ends of the leaves. Then this red one with the border was a start I got from a friend and I don't know the name.
This one 'Kong' grew on my daughter's front porch in full shade (in Utah) last year in a large pot, and was magnificent. I brought home a cutting and it is growing larger leaves here in FL but still looks amazing already, came through winter nicely.
If you're growing them in pots, you could move them to a spot with more light if you want them to change colors, then back to the shady area for a bit of variety. Temperature also makes a difference to the amount of color in the leaves, I've found. If it's hot I get more dark red, so use cool water to water them sometimes to try and keep them a bit cooler.
