I've tried two major planting locations:
-Last year, in a garden located on the west side of the house; full afternoon sun starting around 2 or 3 PM
-This year, in pots on my porch receiving full morning sun until about noon or 1:00 PM
By far, my best growing plants have been on the porch. Easier to examine, fertilize, monitor, etc. They've been losing buds and flowers lately because of the heat (a few days of 90+ recently and it's climbing back up there), but I can only imagine how bad the abortion rate would be if the plants were in the garden. Last year, many plants were wilting and getting stunted by the time summer came along in the afternoon heat and sun, despite being raised in a greenhouse and having all of spring to get used to the climate. Nothing like this happened this year; some pots near the south side of the porch just require watering more frequently as they get a bit more sun and dry out quicker.
I'm pretty sure full morning sun is the way to go where I am. The plants seem to love it. If I grew peppers in a garden again, it's highly likely it would be somewhere on the south or east side of a building, where they can get hours of light but some protection around 2-5 PM. There's really only one place I could put a garden at this house anyway, so I didn't really have a choice.
All of my potted plants are going wild with peppers, much better than anything in the ground last year, but I think this is partially because I pinched off the first bunch of buds to cause the plants to focus more on growth until around June 10 (or maybe June 20 for some). Still though, the plants have been handling the weather with no problem so that alone is a major step up IMO. Direct afternoon light just seems too hot IMO, I've even had a sunscalded pepper last year.