White balance
White balance decides whether the colors in your photo look warm or cool. When editing, you set it so that white actually becomes white, using two sliders: temperature (warm to cool) and tint (green to magenta). In Lightroom and Capture One this is almost always your first color step.
Shooting RAW lets you choose white balance freely afterward, with no quality loss. A handy start is the eyedropper: click on something that should be neutral grey or white, and the software works out the rest. After that, feel free to drift for mood. White balance is as much a creative choice as a correction, and a good preset respects this by leaving your own white balance intact.
Read also the in-depth explanation: White balance explained.
Related terms
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The presets on this site set these adjustments up for you as a starting point, which you then fine-tune to taste.