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.
A good color means natural. Look carefully at a fistful of hair in the mirror. See how each strand has a different tone? Perhaps even different colors on one strand? These are the natural striations that Mother Nature gives each head of hair to work with natural lighting. A good "color job" must duplicate these natural highlights to be effective.