Hair color product web sites offer the entire range of hair color available with them and what can be done with it. However, do remember that they are using professional models (with amazing skin) and you would need to discount some of the ideas that they demonstrate. The official web site however, does help you get the right shade and that is very important before you decide your hair color.
Once a basic color is determined, now comes the fun and creative part. She may suggest adding lighter highlights around your face and maybe even dispersed throughout your hair. Lighter color near your face can change your entire appearance without the permanent commitment of an all over change.