Δαφνη Ευτυχια Αρθουρος

Yup! Though conventional wisdom puts it a little later, most places/most season (I expect it matters a lot what it is you're shooting and how many tall vertical things are in the area): see the phrase 'golden hour'.

Part of it is simply avoiding the harshness of noon sun and the usually-not-useful direction of shadows then, even if you're not hitting the colour-temperature shift of the golden hour.