I always get asked why I prefer, OK insist, on morning and early evening photography sessions. The answer is easy, it is the best lighting! Overcast and cloudy days are great too.
In the morning you can get that shimmer sunlight beaming on clients. It is magical! As the sun peaks from 10 a.m. to 3 p.m., depending on the time of year, harsh shadows are cast on faces. No amount of editing can tweak those. Yes, sometimes you can find shade cover depending on your location, and reflectors are beneficial at any shoot, but even that limits creativity.
Early evening light makes a nice evenly lit environment. This is especially great for family shots. In the photography world this is the golden hour for reason. Appointments are booked early enough to make sure we have more than enough light and time for fun!