A great little Fuji

I have been loyal to Fuji for many years, and have many different models. This is the smallest and least expensive Fuji I ever owned. I compared Apples with Apples, exactly the same pictures taken with different cameras.

Over-all: It is a good sub-compact Fuji, but below you will find my complaint, AND the fix for it.

The good:
- minimal amount of buttons
- easy menus to adjust
- good to handle buttons
- recessed display (less scratching)
- good light sensitivity for low light pictures
- decent flash for close inside
- good image stabilization
- good pictures over-all
- efficient in file size for individual Meg setting
- good zoom
- a very good value for the pice

The "not so good":
Fuji has always had very good colors, maybe a bit on the "too rich" and "red" side, but this made the pictures very deep colored. Now, in "Automatic Mode" they decided on this camera to lean over to "blue" tone. This is actually bad. When comparing the pictures with other Fujis or other brands, this is clearly a "colder" picture than if there is more red in the picture. But here is the fix! It took me a while comparing and testing, and it works:

- set the Shooting Mode to "manual mode"
- set the ISO to 400; this is a happy medium
- set exposure compensation to +1/3 (not required, better)
- set White Balance to "SHADE" (this is the key and MOST important)

Leave this setting all the time, inside, outside, whenever. White Balance to Shade brings more red into the picture and the colors look now more "natural". There is a clear positive difference when you shoot exactly the same picture at the same time with Auto mode or this set manual mode.

I was originally disappointed about the Fuji engineers to change to a "bluish" picture tone, but with the fix above the J10 is now at least as good in picture quality as cameras that cost double the price.