Color balance

In photography and image processing, color balance is the global adjustment of the intensities of the colors. An important goal of this adjustment is to render specific colors – particularly neutral colors like white or grey – correctly. Hence, the general method is sometimes called gray balance, neutral balance, or white balance.

Color balance changes the overall mixture of colors in an image and is used for color correction.
Generalized versions of color balance are used to correct colors other than neutrals or to deliberately change them for effect.
White balance is one of the most common kinds of balancing, and is when colors are adjusted to make a white object appear white and not a shade of any other colour.

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Source: Wikipedia · Image: Wikimedia Commons · Public domain