That appears to be a tuberous begonia as opposed to the fibrous/waxed begonia. Early morning and late afternoon sun won't hurt these during the growing season - but they could bake (even with watering in well draining soil) in an open border spot with 4-5 hours of direct sun. The plant will die back naturally in the late fall or at first frost - whichever comes first. Since it's a tuber, it has to be dug, dried, cleaned, and stored over the winter in the colder zones. I've used them as a bright spot here and there in the gardens - generally where they will get some AM sun and would otherwise be provided dappled shade by other plants during the bulk of the day. But I'd buy new each year since I've traditionally had bad luck with overwintering and gave up on the practice. Others have wonderful luck. Good container or hanging basket plant. That yellow is striking - the tuberous types do come in an array of beautiful colors.

I'm really discouraged now. I planted 2 Rocket Ligs early this spring. I live in zone 8, almost zone 9. I am new to this zone and really new to Ligularias. Help me here. Should I call my zone 8b? Anyway, my ligs look horrible in the afternoon and I have them in a partly shaded area in a hole that I thought would be boggy. In normal weather here it could be! But we are dry and it's only late spring. I think it's just too hot here, but the catalog said it would work in this zone. It will never make it to July. But I have heard you can line the planting hole with a black plastic sack with a few drainage holes in it, then line that with cardboard, and pile in compost and humus rich soil, then plant the lig in that and water like crazy in partial shade or mostly shade. Has anyone tried this? I am going to transplant my ligs and do this. Mine are blooming now, but they are small blooms. NOTHING like the pictures. Should I try to limp (no pun intended) through this year by watering twice a day every day with many kind words and soothing sounds? maybe even some soggy sponges around the thing? Or should I just go for it (what the heck!) and transplant now? Can you tell I am ready to give up?

Heuchera take full sun ( the dark purple colored ones) or part sun, depending upon the variety. Based on your description and your zone, most of them should be ok with morning sun, and afternoon shade. They do like water, but not obsessively. If they get too much sun, their leaves may become crispy, but they will not die. I found this website very helpful for getting this information. http://ilovehostas.net

Here in zone 4b I'm risking an H. Maui Buttercup to a half day of direct sun. Just planted it last August, so will have to wait and see. In the past when I've done this sort of thing they sometimes get a little burnt as the season goes on, but then in subsequent seasons after more full root development all's well. Remember that many, if not most native hostas are growing out in open fields in full sun. Lots of moisture is the key. Our first full sun bed has a weeping soaker hose in it and that really does the trick (along with a weekly drenching). hth, hh