From "Death by Black Hole and Other Cosmic Quandaries" by Neil DeGrasse Tyson

In another peculiar but less embarrassing physiological effect, your brain tends to color balance the lighting environment in which you are immersed. Under the canopy of a rain forest, for example, where nearly all of the light that reaches the jungle floor has been filtered green (for having passed through leaves), a milkwhite sheet of paper ought to look green. But it doesn't. Your brain makes it white in spite of the lighting conditions.

In a more common example, walk past a window at night while the people inside are watching television. If the TV is the only light in the room, the walls will glow a soft blue. But the brains of the people immersed in the light of the television actively color balance their walls and see no such discoloration around them. This bit of physiological compensation may prevent residents of our first Martian colony from taking notice of the prevailing red of their landscape. Indeed, the first images sent back to Earth in 1976 from the Viking lander, though pale, were purposefully color-tinted to a deep red so that they would fulfill the visual expectations of the press.