Motivated by the Super-Kamiokande atmospheric neutrino data, we discuss possible textures for Majorana and Dirac neutrino masses within the see-saw framework. There are two main purposes of this paper: first, to gain intuition into this area from a purely phenomenological analysis, and second, to explore to what extent it may be realized in a specific model. We comment initially on the simplified two-generation case, emphasizing that large mixing is not incompatible with a large hierarchy of mass eigenvalues. We also emphasize that renormalization-group effects may amplify neutrino mixing, and we present semi-analytic expressions for estimating this amplification. Several examples are then given of three-family neutrino mass textures, which may also accommodate the persistent solar neutrino deficit, with different assumptions for the neutrino Dirac mass matrices. We comment on a few features of neutrino mass textures arising in models with a U(1) flavour symmetry. Finally, we discuss the possible pattern of neutrino masses in a ``realistic'' flipped SU(5) model derived from string theory, illustrating how a desirable pattern of mixing may emerge. Both small- or large-angle MSW solutions are possible, while a hierarchy of neutrino masses appears more natural than near-degeneracy. This model contains some unanticipated features that may be relevant in other models also: The neutrino Dirac matrices may not be related closely to the quark mass matrices, and the heavy Majorana states may include extra gauge-singlet fields.