IMO the beams need to look like they are actually functioning to help hold up the house so you run them the same as actual functional beams . IMO fake beams almost always look fake so I think there are many ways to get warmth and high end feel to ahome without fake beams. Wood flooring , warm wall color , furniture , art and above all else welcoming guests with warmth all of which are not fake.

There are more things to consider other than just the direction. Height of ceilings, size of beams appropriate?, real vs faux, your furniture / style of your rooms ( e.g., rustic beams not appropriate if your style is modern or ”refined” as you say ), etc. Lots to consider. I tend to associate them more with rustic (Aspen, Colorado , Flagstaff, etc. ) or Mediterranean styles.

You contractor knows, but, beams run perpendicular to your ceiling joists.

If the beams are not structural, you can install them in any direction that you choose. I like them to run parallel with the longest wall. Makes the room look more open, IMO.

I like the direction in rendering #1.

First picture Xs 100. It looks far better.

Small detail: WIth the fireplace at the end of this room, I'd want the mantle to match the ceiling beams in color.

The beams need to look like they are in the location they should be STRUCTURALLY!!!

Keep in mind that ceiling beams can make a room feel smaller, too. Placed on high ceilings, they often look better. Dark stain vs. medium or light is also a factor.

Thank you all for the great insight!

Are ceiling beams a thing in Florida? I am not from there but it seems odd to me. They seem like they would be in a ski lodge or cottage

For it to look convincing the beams should span in a direction that makes sense structurally which usually means running them in a direction so that they are shorter. Very long spans look unrealistic.

First rendering, across kitchen and living. Don't be dissuaded by the beam haters here!! I built in FL in 2021, a Spanish-inspired house, but with simpler clean lines. I have 12 ft ceilings and used beams in my kitchen, family, dining, hallways and master bedroom. Rooms that didn't get beams got crown molding.

I used box beams made with radiata pine and stained to complement my wood floors. They are a decorative element and everyone knows it! Still like my beams 4 years later.