Typography Meets Responsibility: Exploring Communicators’ Resistance And Motivation Through The Dragons Of Inaction

Abstract

International audienceThis research examines the role of typography as a tool for responsible and societal communication in a context of growing sustainability expectations. While traditionally considered in terms of aesthetics and legibility, its potential contribution to responsible communication strategies remains underexplored in marketing and communication research. This doctoral project investigates how so-called “responsible” typefaces are perceived and used by communication professionals and consumers. Focusing on the professional perspective, this paper presents a qualitative study based on semi-structured interviews with communication practitioners. The analysis explores how professionals define and perceive responsible typography, how they integrate it into their design practices, and the barriers and motivations influencing its adoption. The findings contribute to a better understanding of how typographic choices can support communication strategies aligned with sustainability and social responsibility principle