White Balance is a technical camera setting that videographers must consider at EVERY new location. This setting adjusts a shot's color to remove unnatural tones, ensuring that white objects within the frame appear white as they did in the original location. When a shot is not properly White Balanced, it can distract viewers because they notice the odd color casting that doesn't represent what they know to be real life.

Many cameras have automatic white balance settings, but it is always best to use the manual setting when possible.