If you want to step from the drug store brands, you could try Estee' Lauder Sun. My teacher's pro partner recommeded it, and I've been using it with good success -- every time I tan up for a competition people say "wow, you got some sun, where did you go last weekend?" I tell them it's fake, and the response usually is something like "You did a really good job on your fake tanning, you had me fooled."
If you are super pale and are just trying to add some reasonable color for Standard and Smooth, get "medium." If that doesn't get you dark enough, go for "dark." I have fair skin, blonde hair, and blue eyes. "Medium" comes out nicely brown and natural looking on me -- not yellow and not orange. I only have to do three coats to get the color I want.
Of course...everyone's skin is different, so you might not end up being as happy with it as I have been. But if you want to avoid Pro Tan, Super Braun, and professionally applied spray-on tans like Magic Tan and Fantasy Tan, then it's worth a try.