Skip gelaterias with bright neon colors and fluffy peaks — that's industrial mix. Look for muted colors and metal tubs.
Real artisanal gelato: Gelateria del Teatro, Otaleg, Fatamorgana, Giolitti.
A cone (cono) or cup (coppetta) with 2 flavors is the standard. Most places offer free whipped cream (panna) — say no if you want to taste the gelato.