[mikko-apo]

Actually with film it wasn't that straightforward:

"In the early days of color film, the color balance of the film’s processing chemicals were made with the primary consumer market in mind–which, at the time, was predominately light skinned individuals. “For many decades, chemicals that would bring out various reddish, yellow, and brown tones were largely left out,” explains the video’s narrator."

source: http://www.diyphotography.net/history-of-how-film-camera-tec...

The video has some pretty interesting details.