Each genre, mood and theme is associated with a given color. Documentaries are usually shot with very vivid colors, while film works with softer colors. The blacks also play a very important part in creating the drama and atmosphere of a scene. Filming at dawn and dusk is supposed to feel red, filming with artificial light is supposed to feel green.
The White Balance settings in your camera can be manipulated to give a desired temperature to the image. Setting the white against a blue surface, will make the images feel warm while setting the whites against a red surface will instill a cold effect.
You should periodically reset the automatic black balance to clear it of residual color.