Digital cameras typically offer a range of ‘picture styles’ to suit different subjects or different tastes in color rendition. Canon calls these Picture Styles, Nikon calls them Picture Controls and other camera makers have their own names.
Cameras usually offer a range of picture ‘styles’ such as ‘Standard’, for neutral results, ‘Vivid’ for richer colours, ‘Portrait’ for gentler tones and more. These are applied to JPEG images saved by the camera. If you shoot RAW files you can choose the picture style later on.