The key role of a photo shoot is the time of day your shoot is. Early morning or evening is the best time for photos.
Personally, I love evening because I feel golden hour is better in the evening than in the morning. Golden hour or magic hour is shortly after sunrise or before sunset. When it is more red and softer than when the sun was higher in the sky. During golden hour, I love to get photos with cool sun flares. That is my favorite part of golden hour.
The worst time for images is definitely around noon, when the sun is at the highest point in the sky. There are more shadows and the sun is directly on the subject. Although photographers can get away with this time if they can find shade or if they have other techniques.
Anytime I am photographing someone, I have them stay in the shade most the time. This way all of the subjects face is the same color. During the session, I always try to get some cool sun flare shots too!