Colour Grading
The deliberate shaping of an image's colour for stylistic effect, as distinct from correcting it toward accuracy.
In depth
Correction comes first and answers to measurement — neutral greys, believable skin. Grading comes second and answers only to intent: cooling the shadows, warming the highlights, pushing an entire sequence toward a palette. Keeping the two stages separate is what makes a grade consistent across many images.
Examples in practice
A documentary series is corrected for neutral skin, then graded with cool shadows and desaturated greens for a consistent look.