Another great example of typography from the local liquor store – neon typography. Neon typography, I noticed, is used sparingly in most storefronts – except liquor stores. The reasons are obvious. First, these signs simply do not have a professional, corporate look; the viewer not only sees the neon type, but also the unlit parts that provide structure to the typographic forms and graphics. In addition, liquor stores receive most of their business in the night hours; neon typography is perfect for these conditions, as the colors and lights are easy to see. Most businesses, however, do not operate under these conditions. It is clear that neon typography is an important design choice for some businesses, but definitely does not fit into the aesthetics or needs of most stores.