Hair keeps turning Orange, even though I used ASH

My natural hair color is light blonde. I want my hair color to be a dark ash blonde/light ash brown. I've tried strand tests with many different store brands of the shades dark ash blonde or light ash brown and each of them has turned my hair orange. I don't get it. Why is this happening? Shouldn't ash tones not make hair brassy? I just want a natural looking ash color..


Edited by Jinnix - January 19 2012 at 10:37am

Okay I've been doing some more research and I found some facts which may back my theory. In this hair coloring pamphlet, http://www.haircolorist.com/pdf/ABCH_portfolio_sample.pdf , point number 16 reads:

Higher volumes of peroxide are utilized when a
greater degree of lift is desired. As the volume of
peroxide increases, the color deposit diminishes. The
opposite occurs when the volume of peroxide is lowered.

This would support my theory that the high concentration of developer in box dyes is causing my hair to not accept the pigment deposits, the color is being lifted which diminishes the effect of the actual color.  This is because box hair dyes are intended to work on all people, so they formulated them to be able to lift the hair color of people with darker hair shades. It screws people with naturally light hair over though. I'm going to try dyeing my hair with volume 10 developer, I will update on the results.