28" to 37" is a fair jump, so it probably is normal mate.
It depends somewhat on your viewing distance too.
I'd want to be at least 6ft from the screen whilst viewing.
Perhaps you're judging it at a couple of feet? I tend to do the same when I'm in a shop, until I realise I won't be that close
It's possible it could be a dodgy cable or settings though.
I'd pull brightness and contrast down to about halfway while you research settings that others have used to good effect
It's hard to say, without actually seeing it.