When the Sun is low above the horizon, sunlight rays must penetrate the atmosphere for a greater distance, reducing the intensity of the direct light, so that more of the illumination comes from indirect light from the sky, reducing the lighting ratio. This is technically a type of lighting diffusion. More blue light is scattered, so if the Sun is present, its light appears more reddish. In addition, the Sun's low angle above the horizon produces longer shadows. Source wikipedia
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When the Sun is close to the horizon on a sunny day, its light appears warmer and softer. This makes the golden hour, also known as the magical hour, popular with photographers and filmmakers.
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Further reading: Golden hour photography tips
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