Tropic Skincare’s Official Typeface Is Built For Customers With Dyslexia

For readers with dyslexia, it can often be a struggle to look at the text on a website. Unfortunately, many brands have been slow on the uptake for accessibility to those with dyslexia, forgoing their needs for aesthetics that fit well into their visual identity.

Brand design agency Lewis Moberly, however, has created a new typeface for UK-based Tropic Skincare with accessibility in mind. Named the ‘Susie Script’, after Tropic Skincare’s founder Susie Ma, the script is clear yet doesn’t compromise on the style and vibe of the brand. At the same time, it departs from the usual sans-serifs designed for easier reading.

Research done by Lewis Moberly has shown that a quarter of those who work in the beauty industry are dyslexic. The resulting Susie Script is a handwritten font with wider kerning between letters. Its color was also chosen for legibility purposes.

When placed against colorful and patterned backgrounds that would be distracting for dyslexic visitors, the typeface still stands out elegantly.

Acknowledging diverse individuals from all walks of life also means validating anyone with reading challenges. Tropic Skincare will henceforth use this new font on its packaging and online channels.

First impressions are important, and a brand that is taking the extra step to make sure everyone is included would be much appreciated, especially as society moves towards inclusivity. This would hopefully inspire companies across all industries to reach out to their neurodivergent consumers and make their brand more accessible. 

[via Transform Magazine and Packaging Europe, cover image via Tropic Skincare]