As a point of reference, the logo for AHA that you see at the top of your screen is roughly 7.8 SRM. At least on my monitor. 10 SRM is in "light orange to orange" territory, IMHO. Perhaps "light copper" but it's pretty light for copper.
I am not familiar with the Great Western malts but it's possible they might be darker than average. Other variables to consider might include: the age of your malts, the vigor of your boil, whether you are doing a concentrated boil, the thickness and shape of the glassware you are using to measure color... along with this, of course your beer will always look a LOT darker in the fermentation bucket or carboy than it does in your glass, so consider whether this is also a factor? In the other direction, the presence of any yeast haze in your beer will tend to lighten the color of the beer until it settles out. Hops, of course, will provide a bit of a green tint temporarily. Lots of variables to think about.