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.
Is your hair healthy enough to withstand the chemical onslaught some coloring products produce? Or could it use some TLC before you step up to a new color?