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You may not believe this, but your hair is a mix of 3 colors: the primary colors red, yellow, and blue. Orange, green and violet are secondary colors and, these colors directly opposite each other on the color wheel negate each other.
If your hair is an orange color, blue will make it black/brown. If you hair has a yellow tone, violet will cancel it out. The best advice on hair color is to determine your hair's underlying pigment (the hair's natural color).
*Keep in mind that you may pick what you consider your perfect color from a swatch book, but it may not turn out that color because of your hair's underlying pigment.