White balance allows you to edit the  lighting of your image as you are in the field doing a photo shoot. You can use the white balance settings on your camera to make the colours in your image more balanced or simply for bringing out colours in the image. For example, if you are in a shaded location you can change the white balance to the shady option. In this experimental shoot i took photos using all the white balance tones from direct sunlight to incandescent. My contact sheets show how these settings can change the tone of the image.