How to get the right red shade of hair?

I've been dyeing my hair dark brown for a while. I got tired of it, and decided I wanted an orange-red color, so I bleached it. The bleach turned my hair medium blonde, which I desired.

I then dyed a red box dye over it. It did not come out the color on the box - it's extremely bright red. I have no idea how to go from here. Can I get the color I want, or just give up and dye it brown?