Side chain behavior couples to main chain conformation: Thermochromism, solvatochromism, ionochromism,… 
This is the basis for sensor technologies
In the ordered state
diffraction
X-ray powder
10
20
30
2q (deg.)
Intensity (arb units.)
25 C (ordered)
45 C (disordered)
Free Energy
A
B
is the path on cooling
Thermotropic
columnar
mesophase
Ordered state
Order-Disorder
Transition Temperature
A
B
A Simple Free Energy  Diagram
250
300
350
400
Absorbance (Arb. Units)
On warming
-35 C
-20 C
30 C
35 C
40 C
45 C
50 C
0 C
5 C
15 C
20 C
Wavelength (nm)
isosbestic
point
UV absorption
Photoluminescence is also strongly impacted!