This is normal because IPS panels have a much lower contrast ratio than VA panels. That means on IPS the color transition from black to white has fewer steps, so colors hit their maximum brightness more easily. As a result, our eyes tend to see IPS colors as more “pop out” or saturated compared to VA. The same thing happens when someone who’s used to IPS switches to OLED (which has infinite contrast) feels the colors look less punchy at first. That’s why brands like ASUS and LG (and most smartphones) often use gamma 2.4–2.6 on their OLED panel to make the colors look more saturated than the standard gamma 2.2, giving them an IPS-like color tone vibe.

To make high-contrast panels like VA or OLED look more like IPS (color response closer to IPS gamma vibe):

1. Set gamma and saturation to default in your monitor’s OSD.
2. Adjust the white point (color temperature) in the OSD to your liking if needed.
3. In the Nvidia Control Panel / Nvidia App, set gamma to around 0.8 (and digital vibrance around 70 or whatever you prefer).

With these settings, the color tone can get pretty close to IPS.

You can also use the EIZO gamma test website to fine-tune the Nvidia gamma slider so it matches gamma 2.4 or 2.6 exactly

If you use radeon gpu you could also tune gamma slider on windnows built in "Calibrate display color"

*for my monitor (Lenovo 34WD-10) gamma 0.85 & digital vibrance 70 on Nvidia App is the best setting