I like being blonde personally. Brunette tones tend to make me washed out, whereas blonde makes me look a little more alive. Mind, I did make a mistake once and ended up a really nice ginger which looked ok.
It does always depend upon the person themselves. Pale skinned and bright/ dark eyed people tend to suit red hair, pale skinned and pale eyes tend to suit lighter shades of blonde and pale skinned with dark eyes are good with dark shades. (For example, my grandma who was dark brown eyed and very pale skinned looked gorgeous with jet black hair).
Olive tones tend to suit richer, darker colours like chocolate browns, and chocolate skins can either get away with darker honey blondes or brunette/ black hair.
Mind my OH is seriously olive oil. He’s dark skinned, black haired and has very dark brown eyes. After much begging on his part I did agree to dye his red with a double dye method (rather than bleach it white, then dye it, I dyed it a lighter red, then a much darker one after a few days to get the right tone). And surprisingly that looked really good on him.
Depends person to person mate