Hi, I've used so many different permanent hair colors within the past couple of years. The best brand of permanent hair color that I've used was by Optimum. It comes in a reddish-orange tube (inside of a reddish orange rectangular box). You can find it at Sally's.
When applying the color, I followed the instructions and mixed the contents inside of a bowl (make sure you buy the creme developer, which comes separately). I then parted my hair in about 4 sections maybe, and started applying the color on each section. after smoothing and rubbing to make sure that every strand was covered with color, I let it sit for the recommended time. Afterwards, I shampooed it out (with a clarifying shampoo 1st and then a moisturizing shampoo) and conditioned my hair. I then proceeded to style my hair as usual by rollersetting it and sitting under the dryer to dry.
ETA: The current pictures in my signature are from a color job that I did back in October with Optimum hair color in Natural Black.