Why did my Demi Permanent dark blonde turn out light brown?

Why did my demi permanent dark blonde turn out light brown?

I had a level 8 hair color (very close to my natural) and I put a demi permanent dark blonde over top of it. It turned my hair color to a light ash brown instead of the dark blonde. I used Ion color and the appropriate amount and type of developer. Could it be that I left it on too long (30 minutes)?
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2 answers so far

That is probably exactly why. Demi permanent colors are usually deposit only so the stain they leave behind can become more intense if left on too long. Don't worry they are not permanent colors so the color will fade out after a few washes and be right where you originally intended.
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As you continue to shampoo your hair, it will lighten up.
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