The type and visual shaping characteristics of optical illusion expressed in the advertisement

This study examines the application value of visual illusions in advertising design, focusing on their role in visual cognition and form expression. Since advertising relies heavily on visual communication and human perception is often biased, the effective use of “perceptual illusions” can enhance design expressiveness. This paper reviews the concepts, psychological mechanisms, and types of visual illusions, establishes a classification framework, and analyzes print advertising cases from both domestic and international sources published after 2000. The research centers on four visual features—motion, space, color, and dynamics—and integrates Gestalt psychology to identify twelve representative illusion techniques, evaluating their actual effects in guiding visual attention. The results indicate that visual illusions not only enhance the attractiveness and memorability of advertisements but also exhibit diverse applications depending on brand differences. Overall, visual illusions are an effective design strategy supported by both communicative efficacy and theoretical foundations.