Interior architectural designer Cara Slater-Middlewick has these tips for adding warmth with wood
If using wood on a ceiling, use engineered wood rather than solid wood as solid wood expands and contracts according to the temperature. Or choose timbers like treated pine, which grow in vast quantities and are not from natural forests. Also consider composite products; many of them so closely resemble the real thing, no one will know the difference.
Treat timber with a water-based wax sealer to protect and nourish the wood. I like those with a slight grey tint which prevents the yellow colour coming through.
If you want to clad a fireplace or TV wall with timber, a veneer is eco-friendlier and more cost-effective. For a contemporary finish, use a black sealer and let some of the grain show through.