Plus few things offer the opportunity to change your look the way changing the shade of your tresses does. It lets you keep everything else virtually the same while still giving you the change you seek. Not a bad deal actually.
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.