Color changes the way you feel about a photo. Color balance can help giving a tone and a mood to a photograph. This is how I see toning. You may see it on another way. The important thing is how do you feel when you take a photo/ see a subject and choose the toning/ white balance accordingly.
LIGHT Warm tones says, calm, beginning of the day
STRONG Warm tones says, energy, young, warm, may be agressive
I tend to choose warm tone for women. No one will ever tell you a photograph is too red/ yellow. Watch movies, there is a LOT of yellow scenes.
LIGHT Cold tones says, fragile, slightly retro, it kills the saturation and can be use to make skin look whiter. Useful for some beauty shots.
STRONG Cold tones says, cold, past, something bad is coming, serious
I mostly use cold tones for shooting men.
My white balance is always set to custom no matter if its “wrong”. If I need accurate white balance I change it later. I use white balance for artistic purpose, it gives me a way to change the overall mood straight out of the camera. just play with it and see if it enhance your style !