The colour looks awesome, and was very forgiving on my 18-different-shades-of-bleached hair. I'd say it comes out brighter than the colour shown here, it was really rich and shiny on my roots, which were bleached bright blonde, but it still looks good and purpley further down my hair where it only bleached to a mid brown. Word of warning though, it will stain everything. Rinsing the dye off in a shower will leave you looking like Violet Beauregarde , and it bleeds for a good few washes. It's fading nicely though =]