It depends on the color system you're using, I suppose. Are you using RGB (US standard) or NTSC (European standard)? I work mainly in stills, so I may not be the best source for info on finessing color in videos.

However, your color in both stills and video will be largely determined by your camera settings and lighting. I recommend you head to the library for some photography, cinematography. There's a lot of theory to be learned for the best results. You'll find that books abound breaking down the minutiae of filming for the best of the best movies. All the old theory is still applicable to modern digital techniques.

And, as always, go back and watch the visually most stunning videos and movies. Try to parse for yourself what they've done. If you do the research I recommended, you'll be better equipped to do that.