When I was younger, I used L'Oreal. You can usually see in the packets samples of the turn-out depending on the darkness of your hair, so you wouldn't be surprised. It hasn't damaged my hair, and it makes my hair shiny.
Now I just go to the salon. It's always better to have it done professionally, but you have to choose the dye brand yourself. I still request for L'Oreal or Kerastase when I get it professionally colored. (I don't get it colored anymore... I like my hair black.)
Not all those who wander are lost.