Advertising sign of the restaurants contains many information on it, for example, daily bargain products or recommendation of the house etc. The characters (fonts) used in the signboards may also transfer some information to the consumer. The aim of this study was to investigate a question that "what kind of restaurants image does the characters on the signboards conjure up?" Field survey showed that the fonts on the signboards can be divided into seven types as Mincho, Kaku-Gothic (block), Maru-Gothic (round-edge block), Kaisho, Gyosho, Kantei-ryu, and Reisho. All types of restaurants use Mincho and Kaku-Gothic fonts on the signboards. Mincho has common and uncute image, and Kaku-Gothic contains festive and accessible image. These two fonts may be used because they have the common touch for ordinary people. In fact, Mincho font conjures up the image of all seven types of restaurants (okonomiyaki shop, curry shop, ordinary, cafe, Italian restaurant, Chinese restaurant and ramen shop). On the other hand, Kaku-Gothic conjures up the images of shops other than cafe and Italian restaurants, but the percentage of questionee those who imagined other five types of restaurants was high. Each font may have unique latent potential to conjure up some kind of restaurant or food.