RGB Colours change when saving for Web

I'm saving work in RGB for Web, but the colours come out muted when saving through "Save for Web" also when saving as normal. Does anyone know why this happens? Normally this occurs through RGB to CMYK conversion, but can't figure out why it's happening, they look fine on screen before saving, but look all muted when saved.
Cheers

Two things: you could be working in Adobe RGB and saving directly to JPG, without converting to sRGB first. When the sRGB profile is assumed (Windows), or your narrow-gamut display profile is assumed (Mac), you get a color shift. So make sure you converting to sRGB as or before you save the JPG. Also, if you're on a Mac, then the display profile is assumed or assigned to images from the web. If you're using a laptop, the display gamut is much narrower than even sRGB, so you will see a color shift. The way around this is to use a browser capable of assigning sRGB to untagged images (like Firefox with color management enabled).
You can always embed sRGB profiles in your images, which would be fine for portfolio pieces, but impractical for smaller images. Embedding a color profile will ensure that Safari displays the images correctly.
Read here for a start:
http://www.gballard.net/psd/saveforwebshift.html

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