Signage

I used to come to this cafe with my siblings to grab boba. We never referred to the cafe as J&S Coffee & Tea, but "Double Rainbow" because the neon sign was the most prominent sign. It was only very recently I realized the store's name on the very top. Neon signs are very bright and the most eye catching. In addition, its placement is in the middle of the storefronts, which makes the sign very visible to people walking by. A similar situation is at a Mediterranean restaurant where the name of the store (which I don't even remember) is a very small sign but because it has a neon sign that reads 'falafel,' I always refer to it as the 'falafel' restaurant. To improve the store/restaurant name more memorable they could possibly try to make the name sign bigger, lit up too, or placed lower so people can see them more easily.

Below is an example of a good use of neon signs! There are three neon signs of equal size smaller than the restaurant's sign which is (even thought it's not lit up), still the dominant sign and thus apparent as the restaurant name.