Cold therapy, such as applying ice packs, is typically more suitable for acute injuries or inflammation. In the case of neck tension, heat therapy is generally preferred as it helps to relax muscles, increase blood circulation, and alleviate stiffness. Cold therapy may not be as effective for relieving tension in the neck muscles. However, if you find cold therapy more comfortable or if there is swelling or inflammation, you can consult with a healthcare professional to determine the most appropriate approach for your specific condition.