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.
Almost as important as the color choice is deciding how you will get there. Is this dye job a DIY project or will you put your tresses in the experienced hands of your colorist at the salon? The price tag can be considerably different depending on which direction you go.