The Power of White Balance Shift

Truck Stop Cross Process – Bowie, TX – Fujifilm X100F

My Fujifilm film simulation recipes often call for a white balance shift. A couple of weeks ago I was thinking that I’ve never explained what a white balance shift is, how it changes an image, and how to use it. Then last week a Fuji X Weekly reader asked if I would write an article on this topic, so I knew it was time to demonstrate what this is.

White balance is the Kelvin temperature of an image. There are different temperatures so that the image color matches the light in the scene. If the white balance temperature is too cool, your photograph will have a blue cast. If the white balance temperature is too warm, your photograph will have a yellow cast. Most people use auto white balance and let the camera figure it out, but you can set it manually. In fact, some photographers purposefully use a “wrong” white balance to make their images have a cool or warm feel. I could write a whole article explaining white balance, but what I want to talk about in this post is white balance shift, which is related but different.

Many cameras, including Fujifilm, have an option to customize the white balance by shifting the color cast. In fact, Fujifilm allows you to choose between over 300 different color casts! You can shift the colors quite subtlety or obviously. White balance shift is a great tool for creating a specific look, and that’s why I rely on it for creating my film simulation recipes.

Different color films had different color casts. Different films showed color differently, and, because of this, some films were better for landscapes and some were better for portraits. Some people preferred one film over another because of how it rendered images. Not every film is for everyone or every purpose, but one can create a variety of looks depending on which films they choose and how they process those films.

Taos Umbrella – Taos, NM – Fujifilm X100F

White balance shift allows one to create a variety of different looks for different purposes and situations, much like one would choose different films for different looks and purposes. It’s simple to give a photograph an orange cast or green cast or blue cast, etc., etc., which will alter how the image renders colors, by using white balance shift. It’s possible to mimic film aesthetics or create something new using the tools that Fujifilm provides on their cameras.

When you change the color cast, you do a couple of different things to your pictures. The first is that you give your image feeling, either warm or cool. A warm image will portray happiness, like an inviting warm light inside a house at dusk. A cool image will portray sadness, like endless grey skies on a lonely winter day. You can change the emotional response from viewers by adjusting the color cast to either a warm or cool color. The side effect of adjusting the color cast is that it changes how different colors are rendered. Blues, reds, greens–every color–changes slightly to a new shade as one shifts the white balance. You may want to pick a certain color cast because of how it shifts the colors in an image.

I created the image above to demonstrate all of this. The middle picture has the white balance shift set directly in the middle: 0 red and 0 blue. Each of the other pictures show what happens when you pick the extremes of white balance shift. Starting at the top-center and moving clockwise around: 0 red & +9 blue, +9 red & +9 blue, +9 red & 0 blue, +9 red & -9 blue, 0 red & -9 blue, -9 red & -9 blue, -9 red & 0 blue, and -9 red & +9 blue. Normally you wouldn’t choose to adjust the white balance shift to the degrees shown here, but choose something a little more subtle instead. Typically you want it to be barely or at most moderately perceivable. However, there might be times that an image would benefit from a wild white balance shift. You have a lot of color cast options, which allows you to be as creative and crazy as you’d like.

White balance shift is a great tool for customizing the look of your photographs by changing the color cast. You can control the emotion and color shade by adding or subtracting blue and red. You can create looks that mimic classic film stock or you could invent something unique. Unfortunately you cannot save anymore than one white balance shift preset. I hope that someday Fujifilm will allow you to make many different ones that can be assigned to the quick recall presets, because white balance shift is a powerful tool that I use frequently.


  1. Luís Costa · October 12, 2018

    This was a complete game changer for me when I discovered your “recipes”, up until then I had never considered changing the white balance in the camera! 🙂

    • Ritchie Roesch · October 12, 2018

      It’s amazing how much the white balance shift can change the look of the image.

  2. Ned Chapman · October 12, 2018

    Great post. I’ve been taking a look at this along with your recipes – currently trying out the Kodakchrome.

    I thought that there were 3 options for tweaking the white balance? Auto and then also Custom 1 + 2 WB within the Q menu?

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  6. Eric · January 31, 2019

    You say you can’t save more than one white balance shift preset. What about in your custom presets? I find that whenever I switch presets I still need to adjust the auto WB to match which “recipe” I’m using. Which means I have to refer to a list of 6 (one preset is b&w) auto WB shift settings I keep on my iphone. Love this blog btw. I’ve been moving more and more away from post and trying to get what I want in camera.

    • Ritchie Roesch · January 31, 2019

      Unfortunately I have yet to find a way to save white balance shifts for the different presets. It would be amazing if Fujifilm made it possible in a firmware update. I have many of them memorized, but when I can’t recall I have to look at the recipe (on this website) to remember. Thanks for commenting!

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  21. Humberto Meza · July 27, 2020

    Hello Ritchie. I really love your Film Simulation Recipes! I wonder if there is a way to effectively correlate Fujifilm WB shift parameters (i.e: +5 red, -4 blue) to a WB polar chart set in parameters of Hue (-179 to 180) and Saturation (0 to 1), like the one used in Fujifilm Raw File Converter. If there were a way to correlate them it would be mindblowing, as we could “translate” the WB shift from your recipes, and the rest of the parameters, to any raw file of any picture we might have taken at any time. Thank you and warmest regards!

    • Ritchie Roesch · July 28, 2020

      That’s an interesting suggestion, but I have no idea. I have never used Fujifilm RAW File Converter, not even once. You can use X RAW Studio with these recipes, but obviously that program works much differently. Sorry that I can’t be more helpful.

    • Jelmer · August 12, 2020

      You dan do this in camera post shooting with raw processing. There you can apply any recipe to a raw file and then save it as a new jpeg.

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