Yeah. Solumina is right. You have to lighten/bleach your hair for brighter colors to be, well, bright. Food coloring is a stain, like regular temporary hair coloring. It doesn't need a developer but it does need prebleached and preferably toned hair (otherwise you'll have a yellow sheen to your hair and if you use a blue color, yellow+blue=green). If your hair is light enough already, then you don't need to do as much to it.
Also, with hair dyes like manic panic, raw, or special effects, I've found the best results by applying them to dry hair. No conditioner beforehand, either. Kool-aid dying is a totally different method, and you should look it up online before you do anything.
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