For my style I wanted to create a font that could mimic vintage neon lit signs. I made sure the style I created had a strong inner glow, a slight drop shadow, and some beveling. However, what really makes the style light up is using Gaussian Blur on the original layer.
For my composition I used strong contrast to really bring out the brightness of my font and keep up the illusion of illumination. I kept the information close together and created a hierarchy by increasing or decreasing fonts size and color. I added the smoke to create balance within the image and give the image a sexy, mysterious, and old-fashioned air.