Use Natural Instincts on a regular basis and love the soft result, and usually the color that I pick. My hair is a medium golden brown and I try to stay within that shade, although this time I went with the Creme type, as I loved the color on the box. When I colored it a few days ago the color came out WAAY too dark, left it on for 10 min, and it had a hint of purple to it. DEFINITELY not golden. I will not use the Creme brand again, but will stick with the 28G in my normal color. I recommend Natural Instincts to all my friends as a colorant. It is easy to apply, fairly cheap in price, and leaves the hair soft and easy to manage.