The direction a room faces impacts the amount of light it receives. And without light, there is no colour. A north facing room needs warm colours as the northern light brings out the cooler tones so you need to avoid any colour with a green or grey base. However a south facing room can handle cool pale tones such as a soft blue creating a watery seaside look.
With west and east facing rooms, the light changes dramatically throughout the day. Of course an east facing room is bright in the morning and then appears cooler in the afternoon whereas a west facing room gets dramatic warm light in the afternoon.
Our cottage faces due west and we also have the light reflecting off the lake. We went with a warm white on the walls and a cool white on the ceiling, a cool grey on the floor, all balanced with blue accents.