Different types of light (daylight - sun & shade, tungsten, flash, fluorescent etc) cause a colour cast on pics. The WB control compensates for this and corrects the image to make the pic look more natural (as our eyes see the scene).
Most times you can set the WB to Auto. If the pic does not look right then, if your camera permits, set the WB to match the type of light in which you are shooting.
That is a very simplified explanantion. Reams have been written about the subject.