When you use the services of a real professional, go to the appointment with an open mind. You may have your heart set of pale blond, but if the colorist can prove to you that a deep strawberry is really your best shade, listen to her. She is trained to match color with skin tone. She knows what will work, and what won't.
Seems those that bring you hair color in a box have gotten the message. You'll notice more fruity scents rather than something that smells like a toxic waste dump when using them. Apparently all part of an effort to make the time spent coloring your hair seem more like putting on make_up rather than doing something that requires you don a hazmat suit.