This color looks good on the box and somebody's head, just not mine. I had similar problems described in the other reviews such as too small a portion of hair color. I usually use two boxes because my hair reaches down to my thighs but there wasn't enough to accommodate me this time but i worked with it, even though my hair didn't feel saturated thoroughly, in fact it felt dry and crispy. After the 10 minute wait I rinsed and treated accordingly, then was stunned by the bright red hair atop my head. It looked so unnatural and horrible that I took a mirror outside to what it looked like in natural light, hoping that it was just the bad bathroom light bulbs. Nope, the sun emphasized the red and was even brighter, I looked like I was wearing a costume wig and it's getting even worse as my hair dries (42" of bright red cherry hair). However, this is a singular experience in my use of Natural Instincts haircare products and will still use their products.