Because I am a natural light photographer I need to choose my time when the sun is not so sharp. The sharper the sun the more harsh the light on your photos will be.
Therefore I prefer to shoot during the Golden hour as most will know it. It is usually with sunrise or an hour and half before sunset.
Not only does the light soften the photos and creates softer features for your photos, it also gives us that golden, romantic photos.
If the weather goes more to the cloudy side then we can be more creative with our time.