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.
Provia
Provia is one of the Film Simulations offered on Fujifilm cameras. It's named after a classic Fujifilm slide (transparency) film designed to give neutral contrast and color rendition, and on Fujifilm digital cameras it's used as the standard ('STD') color mode.