The Modern Phases of Optical Illusion to Develop Advertising Design.

Document Type : Original Article

Authors

1 Applied Arts - Helwan University

2 Professor in Advertising Design - Faculty of Applied Arts - Helwan University

Abstract

The optical illusion known as an art form that relies on the contrast between positive and negative, creating an illusion of movement in a static artwork. Over time, It evolved, giving rise to various experiments. The research problem emerges: "What are the forms and trends of modern optical illusion?" and "How have its uses evolved in advertising design?" The importance of this research lies in identifying the modern trends that have developed the art of optical illusion from a mere modern art form to a multifaceted field with various trends, thereby enhancing the advertising design process. When linked to the field of advertising, optical illusion has taken on various forms and shapes. To investigate this, the research follows a descriptive approach by collecting information and then analysing some advertising models.
The research resulted that in the evolution of optical illusion from a mere geometric art to a comprehensive science that relies on human perception. Its artistic forms have diversified to include arts that depend on geometric and free lines, and even exploit the relationship between shapes and ground, and the movement of light. Optical illusion has been divided into two categories: physical, and perceptual. The trends of optical illusion vary based on the style and elements used, and each can produce an infinite number of ideas. The incorporation of optical illusion in advertising has given rise to different trends. It divided into three modern forms: literal, physiological, and cognitive.

Keywords

International Design Journal
Volume 15, Issue 6 - Serial Number 68
November and December 2025
Pages 161-169

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