Thanks TCampbell, can you give me a few examples of when you would use your gray card to get accurate white balance? I'm guess the majority of the time this would be for if you're shooting indoors?
I have now purchased a WhiBal gray card.
It's almost easier to give examples when I don't use the white balance... but here goes on when I "do".
I do this with a thought to "truth in advertising". I correctly white balance my food photography. I don't do other types of product photography but I have had to send photos of items where I needed colors matched and when I do that, I set the white balance accurately (and in those cases I'll even use the color tiles. (e.g. X-Rite ColorChecker.)) It's actually possible for "white balance" to be accurate, but discover that the camera sensitivity to one color isn't the same as another and a color checker will help you detect when that happens.
When I set up for types of "product" photography, I always use the gray card. I do this for food, clothing, fabrics, etc. I needed to get some custom embroidery done for a logo and wanted to make sure the embroidery company was using correct color threads to match the logo colors... those images where both white balanced and color-checked for accuracy and I had to warn the embroidery company that while my photos are representing perfect color... their computer monitors may not be and to please verify the images on a color-calibrated display (I expect someone in the clothing industry to go out of their way to know how to do this and if they don't, then I don't want to deal with them.)
But a bit about where I don't use a gray card and more importantly... why.
Part of what you can convey with an image is emotion. Imagine you're trying to photograph something intended to be happy and joyful... vs. sadness or despair. ... or peaceful vs. energetic? Your lighting and your lighting color can help bring this out. The lighting and lighting color can help bring this out.
I like to shoot outdoor subjects on slightly overcast days to avoid the harsh lighting. But this also steals some of the warmth out of the lighting and you can get "cold" looking images. I find that by injecting just a TINY nudge to the "warm" direction when I post process will remove the "cold" look without making the image look obviously tinted. Think of this like seasoning food... a little bit helps... but too much will ruin it.
And sometimes... I do both.
If I have odd lighting, I might use a gray card to help me get rid of whatever wonky color cast I have -- bringing the image back to neutral -- but then just *slightly* warm it.
If you're being paid for a shoot, then you should probably make sure that you CAN correctly white balance (e.g. have a gray card with you and take some reference shots when you change lighting) ... even if you ultimately decide to adjust the lighting to something other than technically neutral white balance.