Most of the newer named varieties are "Sun Coleus". The wizard and carefree varieties are shade loving.
I grow 100s most years and have never had any burned sun coleus. They do like water. I give them about three 5 min showers a day.
The picture on the top of the Coleus Forum on dg is mine from around 2004.
I have over 100 varieties coming in the next few weeks.
Sidney