I like to use upper case on SQL keywords. I think my mind skips over them as they are really blocky and concentrates on what's important. The blocky words split up the important bits when you layout like this:
SELECT
s.name,
m.eyes,
m.foo
FROM
muppets m,
muppet_shows ms,
shows s
WHERE
m.name = 'Gonzo' AND
m.muppetId = ms.muppetId AND
ms.showId = s.showId
(The lack of ANSI joins is an issue for another question.)
There is a psychology study that shows lowercase was quicker to read than uppercase due to the outlines of the words being more distinctive. However, this effect can disappear about with lots of practice reading uppercase.