Snježana Ivančić Valenko

Visual perception of screen elements depends on their color, font, and position in the user interface design. Objects in the central part of the screen are perceived more easily than those in the peripheral areas. However, the peripheral space is valuable for applications like advertising and promotion and should not be overlooked. Optimizing the design of elements in this area can improve user attention to peripheral visual stimuli during focused tasks. This study aims to evaluate how different combinations of text and background color affect the visibility of moving textual stimuli in the peripheral areas of the screen, while attention is focused on a central task. This study investigates how background color, combined with white or black text, affects the attention of participants. It also identifies which background color makes a specific word most noticeable in the peripheral part of the screen. We designed quizzes to present stimuli with black or white text on various background colors in the peripheral regions of the screen. The background colors tested were blue, red, yellow, green, white, and black. While saturation and brightness were kept constant, the color tone was varied. Among ten combinations of background and text color, we aimed to determine the most noticeable combination in the peripheral part of the screen. The combination of white text on a blue background resulted in the shortest detection time (1.376 s), while black text on a white background achieved the highest accuracy rate at 79%. The results offer valuable insights for improving peripheral text visibility in user interfaces across various visual communication domains such as video games, television content, and websites, where peripheral information must remain noticeable despite centrally focused user attention and complex viewing conditions.

The direction of a model's gaze in a photo can have varying effects on how users perceive an interface. The psychological state of the person in the image can be interpreted by viewers by focusing on the model's gaze. In advertising, however, gaze direction plays a different role, as it can guide the viewer’s attention to specific elements as intended by the designer. This paper aims to explore whether the model's gaze direction influences user experience. For the research, a prototype of an online store was developed, featuring a model whose gaze is directed left, right, and straight ahead in different photos. An eye-tracking camera was used to monitor eye movement during the study. The results are displayed as heat maps, highlighting the areas of the interface that received the most attention and were viewed for the longest time.