I'm sure this has been done to death - but help!

[justanothertenminutes]

My natural hair colour is dark blonde. I usually have it coloured at the hairdresser, a fairly dark brown with a "hint" of red. But, I thought I'd have a bash at it myself to save some money, I used the Loreal Chocolate Brown. What could go wrong, right?

So now it is a sort of orange/brassy/brown colour & to be honest it's not the look I was going for.

What did I do wrong? What can I do now? (apart from buying a hat, I'd like to be a hat person but sadly I'm not).

Did you leave it on for long enough?

I'd be tempted to do it again and leave it on for longer.

Yes, I left it on the right length of time. Was wondering whether to try a different colour. Maybe it will turn purple of something next.

I did the same, chocolate it was not!

I tried another brand and it went even redder- experimental teenager style.

Had to go to hairdresser to repair it by going alot darker than I wanted but looked ok.
Have now decided professional job only.

And I asked my hairdresser to make me blonde now so I'm never tempted to do it myself again.