Increasing temperatures associated with global climate change threaten to disrupt agricultural systems such as beef production, yet relatively little is known about the use of natural tree shade to mitigate the negative effects of heat stress on beef cattle. In this study, we evaluated how temperature and time of day influenced the utilization of tree shade in relation to coloration, orientation, and behavior of beef cattle in a pasture system. Temperatures in shade and direct sunlight were measured using black globe temperature (BGT) data loggers. Time-lapse images from game cameras were used to obtain counts of shade usage, coloration, orientation, and behavior of cattle throughout the daytime hours. In general, we found that shade utilization and most of the predominating orientations and behaviors differed significantly (P < 0.05) by both time of day (Hour) and BGT in direct sunlight (BGTsun), while interactions between these two effects (Hour × BGTsun) were often nonsignificant. The mean percentage of the herd using shade was highest in mid-morning (87-96%) and early afternoon (97%), but also increased with BGTsun regardless of the time of day; these trends were similar for both dark- and light-colored cattle. Lying down was the dominant behavior exhibited in the shade, while foraging was the most prevalent behavior in the sun. When herd shade usage was lowest in mid- to late-afternoon (<1%) we also observed an increase in the use of heat-mitigating orientations in the sun (37-47%). We discuss some practical implications of these results, including the potential use of temperature thresholds to interpret cattle behaviors and shade usage.