Lexar's RGB Sync lighting control software looks after the ARES lighting schemes. The software has fourteen lighting effects and a wide colour palette to create your desired effect. In some of the effects, each zone can be assigned a different colour. Even better, the modules can be set up in sync or act as individual units with each module having its own light scheme, so you can set up some pretty funky effects.
If you want the modules to blend into an existing scheme then Asus Aura Sync, Gigabyte RGB Fusion 2.0, MSI Mystic Light Sync, and ASRock Polychrome RGB are all supported.