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Sum of 7: Optical Illusions in Advertising

The next Sum of 7 series are Inspired by the latest Installment to the Batman series. It’s always interesting to see what you can accomplish when you look to incorporate subtle imagery within the negative space to further drive home your intent. Can you see them all? Post a comment if you can’t. Detail’s Sum of 7: Illusions in Advertising below, enjoy!

1.The Dark Knight Rises Poster Series

While the first one was not an official poster for the movie, the execution was well done nonetheless and definitely worth sharing.

2.Dragon Age II

Another great example of using the negative space.

3.Public Services Posters

The following three are using the image of a skull to drive home some very critical thinking. The first is from Suva in Switzerland. A non profit looking to have people think before leaving without a helmet. The second was a promo done for M.A.D.D (Mothers against drunk driving). “Saying goodbye is hard enough”. The third is an anti smoking ad, where the skull’s been superimposed within the ash of the cigarette.


The World Wildlife fund is an organization dedicated to protect all this is natural + endangered on our planet. The first and third are a series entitled “Giving a hand to wildlife”. A great series where animals are portrayed using paint and different poses of the hand. The second is a “Save the Animals” poster. How many animals can you find?


An Iconic advertisement for Nescafe by Nestle, designed by Schupbach in the 1930′s (colour litho)


Far and Away advert using the well known Marilyn + Einstein photo illusion.

7.LG Detects Faces

A brain teaser of a campaign. How many faces can you detect?

Detail’s Sum of 7 is inspired by the Golden Rule of Divine Proportion or more specifically the total of the first 5 numbers of the Fibonacci Series. Leonardo Fibonacci’s simple numerical series has become one of the foundations for using the Golden Ratio by the 20th centuries most influential artists. It is the proportion that is most aesthetically pleasing.

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