Hard as it is to believe there was once a time when those who colored their hair were looked down on by "respectable" women. Some would sneer, "She gets her color out of bottle, you know." Making it sound like that was a bad thing.
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.