Golden hour

Low sun travels through more atmosphere, which scatters out the blue and leaves the warm end, and it arrives at a shallow angle so faces get lit from the side rather than from overhead. Contrast drops, skin looks better, and long shadows give everything depth.

How long it lasts depends on latitude and season. Near the equator it can be over in twenty minutes; in a British winter the sun stays low for hours. Plan around it: know which way your location faces, arrive early, and shoot your most important frames first, because the light shifts as you work and the shot you get at the start will not match the one at the end.