46 Can you guess what kinetic typography is? A touchpoint is any interaction or point of contact between a business and its customers. cue: spunto retail: al dettaglio seamless: senza soluzione di continuit signage: segnaletica straightforward: immediato wayfinding: orientamento 112 GRAPHIC DESIGN VISUAL DESIGN Animation and motion graphics design Animation is a branch of graphic design focused on creating moving images typically in the form of 2D or 3D animations. It is a visual storytelling technique that brings characters and stories to life with movement and sound, making it the basis for some of the most unforgettable films, video games, and cartoons, and allowing for a deep emotional connection with the audience. Motion graphics, on the other hand, is a specific type of animation that uses moving visuals to simplify and enhance information, making them perfect for conveying messages quickly and clearly. It turns static designs into dynamic visuals and is often used in formats like animated logos, kinetic typography , infographic animations, animated charts and graphs, explainer videos, title sequences for films and TV shows, scene transitions, and visual effects. While animation focuses on bringing characters and emotional narratives to life through creativity and artistic expression, motion graphics is typically used to visualise data and messages in a more straightforward, efficient way. Experiential graphic design Experiential graphic design (EGD) is the art of designing environments that allow for some meaningful (and easy) interaction between people and their surroundings. EGD focuses on the spatial experience, creating an immersive design that enhances how individuals engage with physical spaces. It integrates typography, colour, imagery, form, technology, and content by blending various design disciplines to create cohesive and seamless experiences across multiple touchpoints . Basically, it identifies user s potential pain points and optimises each interaction to ensure a smooth and enjoyable experience. For example, it aims to design intuitive and engaging interfaces such as interactive elements like buttons and menus to ensure ease of use; it combines architecture, signage, wayfinding, and interactive features to guide, inform, and inspire users in an intuitive way, using visual cues, lighting, textures, and technology. Often found in stores, museums, airports, offices, theme parks, retail spaces, hospitals, and public art installations, experiential graphic design transforms spaces into user-friendly, impactful, and engaging environments.