Certain times throughout the day provide better lighting than others, whilst also offering different effects due to shadowing and colouring. For example overcast weather provides great lighting, while harsh sunlight can throw nasty shadows across your photos. The hour after sunrise and the hour before sunset are referred to as The Golden Hours, and shots taken during these times can end up truly beautiful and unique.

The above photographs were taken at midday, which is a difficult time to shoot at. As you can see in the first photograph, the shot suffers from direct sunlight from above lighting the model's face, casting harsh shadows and creating imbalance. In the second photo, this is rectified as the model is shot in indirect sunlight, so shadows are reduced and tone of light is even. If you do choose to shoot at midday, finding locations that are lit by indirect sunlight will improve your photos.
Here’s some advice on what different times of the day offer in lighting, so you can choose the best time to photograph.
Dawn offers a cold light with no shadows. It’s a fresh light and can even lend an eerie feeling to your photos as it sometimes offers a blue tinge. Sunrise, on the other hand, provides warm light with long shadows. Sunrise can be a great time to experiment with angles, especially in black and white photography, as the shadows can provide some very interesting results.
Just after sunrise, morning light is great for outdoor shots as it’s an even light with few shadows. If you’re taking landscape shots, there’s generally clear views and high visibility during this time so it can work well for long distance subjects.
Try to avoid taking photos at midday. As the sun is at its highest point, there is no direct light falling on subjects from the side. Shadows and defects are inevitable so shoot in the morning or evening.
Afternoon offers similar lighting to morning time. As the sun is on its way to setting however, the light tends to be warmer. Again this light can be great for long distance shots and shots needing high visibility. Sunset can offer beautiful lighting for some exceptional photographs. It can also be tricky to make the most of, however, as it doesn’t last long. Find out when the sun actually sets and plan ahead so you're ready to capture the moment.
Dusk can be a remarkable time to experiment with interesting shots. Play with colours by using long exposure settings and hold your camera steady by attaching it to a tripod. The result will be images that capture a myriad of different colours and movements. Dusk is a great time to shoot cityscapes and shots that involve a lot of colour and lights.
Once you have a stronger understanding of light and how it works in photography, you can play around with different settings on your camera during different times of the day. You might stumble upon an image that's interesting and exciting and will be able to understand why it works and how you can recreate or improve it.