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.
Even at home hair coloring kits have come a long way when it comes to being gentler, safer and more pleasant smelling. They too use far fewer harsh chemicals that can lead to damaged hair in a heartbeat. Making it safer for you to get the desired results. Which as hair color ideas go isn't a bad thing, now is it?