Signs of a setsuden summer
Advertising, Art, Japan Trends, Photography 
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Posted by Tom Baker (Chiba-ken, 1989-91), coauthor of The Sushi Lover’s Cookbook and Tokyo Chic and contributor to Time Out Tokyo and Time Out Shortlist Tokyo. He blogs as “Tokyo Tom Baker.”
“Setsuden,” or conserving electricity, has become a huge buzzword in Japan as the weather heats up and many nuclear power plants remain shut down. Many businesses have put up signs explaining their own setsuden activities and asking the public to join in.
Recently I have been been photographing setsuden signs around the Tokyo area for my blog.
Some of the signs are very simple and functional, like the message seen here on a closed escalator at a train station, which simply says, “Setsuden-chuu.”
Others are clever pieces of writing and/or graphic design.
I have a gallery of signs here, as well as explanations of my picks for the best-designed sign here and the best slogan here.
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