Help?! My hair wont change colour when trying to dye it?

Ok, I just literly like half an hour ago died my hair from light brown to red (well thats what it was sopposed to go.) Not just tinted red a proper red red. And.. MY HAIR HAS NOT CHANGED IN THE SLIGHTEST! But its not the first time its done it recently. About 2 month ago I tried getting my hair to go ash dark blonde from black (I have done it before in the past.) But no.. it went bright ginger. Soo then whilst it was still light i bleached over it.. then put on a nice bright red. (not the copper red a good red red) But that went.. wishy washy yellow/orange as if i tried dying my hair to blonde but left it forages to fade. Soo then i put a dark red over it. And that went. bright orange. Then this with the red. Anyone have any ideas what I can do.. I wanted to go either ash blonde/brown or red.. but its just not taking.. Please help I dont want to go back to black again..