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 theoretical section examines the roles of packaging in marketing, graphic design and emotional branding. Furthermore, the influence of logo colours on brand perception is analysed, drawing on theoretical concepts and data obtained from a conducted survey. The respondents demonstrated a clear tendency to associate specific colours with certain industries and showed a willingness to interpret colours as indicators of quality, reliability, and emotional closeness to the brand. The results reveal that logo colour most frequently affects the first impression, evokes brand personality, and differentiates it from competitors. Although colour is not always a decisive factor in consumer decision-making, it remains a crucial component of visual identity. In conclusion, successful branding in a digital and globalised market requires a thoughtful and strategic approach to colour selection, grounded in psychological and cultural aspects of perception and mindful of the target audience and market context.