We all know lighting can set the mood, or ruin it, in real life. While taking photos this morning of my Avocado Toast, I was reminded of how true this is in photography as well. The ambiance you are trying to express may dictate how you light your shot.
These images were taken within minutes of each other with the exact same light source; a window on my left. The early morning sunlight was streaming in brightly. It made for some harsh shadows with a lot of contrast. Because of this, it is easy to establish the setting as early morning.
Adding a diffuser between the plate and window and a reflector on the right to bounce some of the light back, and the same setting becomes a little more generic.
It could still be morning, but how early or late in the day? It could also be a midnight snack or supper.
Lighting plays a very important role in establishing or removing a set time in your images, as well as, in creating mood.