For me, it's variable for a reason.
Always check/inflate cold. Never warmed up. If you must check warmed, do not compensate for it. If you want to be at 35, inflate to 35 when warmed (this will end up at ~32 cold and will never get you in trouble with the maximum side).
If you're still using the original tires from the factory, go by the door sticker as a minimum, and go by the tire's limit as a maximum. Personally I like to be at least 5psi below the cold maximum, but sometimes that's not possible with factory tires (recommended 32 and max 35 as an example).
Once those original tires are gone, the sticker is irrelevant. I use the rule of 30psi as a minimum, and 5psi below the max on the upper end. Usually my tires max between 44-51psi (cars). Typically my tires are usually between 32-40psi, most commonly at 35.
Then there's also the visual factor. If at 32psi the tire looks low, I increase it within the above rules to help with tire wear. If it looks low at 39 on a 44 max tire, well it's staying at 39.
If there's a lot of weight in the car and/or going on a road trip, I set the pressures higher than usual (but still within the above rules). Never had a flat or blowout (other than uncontrollable nails) in my life. Of course I replace my tires at 2/32 like a sensible person should too.
I have a family member who uses a different rule though. He reads the individual tire's maximum and inflates it to that, regardless of hot/cold/winter/summer/heavy truck/tiny Yaris. I've always hated that. Seems like a blowout from too much pressure waiting to happen.