After 30 minutes, I rinsed the dye out with warm water and shampoo, and blow-dried it as usual. The color wasn't as bright as I thought it would be, which worked out in my favor since I didn't want anything too bold. If you do want a more noticeable color, I would suggest leaving the solution on for about 10 more minutes. The under layer of my hair is also pretty dark, so that might have contributed to why the blue wasn't as bright.
Overall, I liked the subtle results of the dye. The application process was super easy, so if I wanted to amp up my color, I know I can do so in no time. The dye also lasts for four to six weeks, which is great for someone who wants to try something new. (Pro tip: to make my color shinier, I used the dpHUE Gloss+ Sheer to give it a glow.)
