I'm surprised with all the bad reviews. I love Feria. I use the Light Natural Blond and my hair turns very blond, but it also looks like I have layers or some darker, well, not highlights, but streaks. I get many, many compliments and people always ask me who does my hair. Well, I do in my own bathroom. I do the roots every maybe 3-4 weeks and that's it. I was even surprised that my neighbor recently was trying to copy my hair.
But I do have to admit that I tried to color another friend of mine's hair few years ago and it turned orange. I realize now that her hair was much thicker and darker than mine. I have light brown-dark blond hair. So my suggestion is to try the hair color on a piece of hair first and if that color doesn't work, try another one. It takes few tries to find the right one.
I love my Feria. So play with the colors first to get the one that's right for you.