In Europe, 75 – 80% of customers buy warm white LED bulbs as they offer the closest match to their old incandescent or halogen bulbs that they are replacing. The light given off by a warm white LED bulb can be described as soft and warm with a slight yellow hint to it.
Some customers purchase cool white LED bulbs if they want the brightest light possible or if they want to achieve a modern look to a room. This particularly suits colour schemes that are bright and bold and use primary colours, or even colour schemes that are predominantly white where a clean minimal look is required.
It's also possible to use both warm and cool white bulbs in the same room on different switches to give the user different options on how they want the room to look. For example in a kitchen you may want warm white bulbs in the ceiling for everyday use but also have under unit lighting in cool white in order to give a very different effect at night once the main lights are off.
In commercial lighting the majority of customers opt for cool white bulbs. These give a brighter light but you should be careful to ensure that the colour temperature is not too high, or in practical terms the light not too cool, otherwise the effect may seem very harsh or displeasing to the eye.