I prefer bright, vivid settings to the more natural looking ones simply because it makes everything on the display look much better.
That said, I do find that a slightly warmer tone tends to make pictures and videos look better, because a warmer tone results in better colour reproduction, and is also easier on the eyes.
So it is a compromise between what setting you want: one that makes media consumption better or one that makes Reading better (I prefer a cooler tone when reading news articles because the white background looks much better with a cooler colour temperature).
With that in mind, where do you set the White Balance on your device and what do you prefer?
Here's mine (currently):
