The color temperature refers to whether the video looks warm (yellow undertones) or cool (blue undertones). Different circumstances call for different color temperatures. Generally, warm undertones send a friendly, personable message while blue undertones say "high tech" and "modern".
 Warm Undertones  |
| Cool Undertones |
The color temperature can be set during shooting (it's a simple adjustment on the camera) or it can be created during the editing process. Adjusting the color temperature in post production is time consuming (expensive!) so, as I always say, it's best to know which look you're aiming for at the start of your project.
In some circumstances, you can switch between color temperatures for added effect. This is a very common practice in cinema and the movie Avatar is a superb example. Remember when you got your first look at the planet Pandora? It was vastly more colorful than the home base of the military operation. As the storyline moved back and forth between worlds, the difference in color temperature became more and more pronounced.
This switching could be useful if you were producing a "case study" style video. When talking about the problems a client had before you resolved them, you may use the cooler setting and then incorporate warmer undertones as the problem is resolved.
So is your company culture "warm" or "cool"? There's no right or wrong, it's simply a matter of preference.
