The Delboeuf Illusion: How Your Eyes Trick Your Stomach — and How Stores Use It Against You
The Delboeuf illusion is one of the most powerful and underestimated psychological distortions influencing how humans perceive size, fullness, and quantity. At its core, the illusion shows that two identical objects can appear dramatically different depending on the size of the surrounding space. In the classic version, two circles of the same size are placed side by side. One is surrounded by a larger ring, the other by a smaller one. Even though the inner circles are identical, the one inside the smaller ring appears bigger, while the one inside the larger ring appears smaller.
This simple visual trick has profound consequences for how we judge food portions. When food is placed on a large plate, it looks smaller. When placed on a small plate, it looks bigger. The food hasn't changed — only the context around it has. Researchers have shown that this illusion directly affects how much people serve themselves and how much they eat. Larger plates, bowls, and containers consistently lead people to consume more, often without realizing it.
How the Illusion Shapes Eating Behavior
The Delboeuf illusion works because the human brain relies heavily on relative comparisons. We don't judge size in absolute terms; we judge it in relation to what surrounds it. When the "frame" is large, the content looks small. When the frame is small, the content looks large. This is why modern dinnerware has grown dramatically over the past century — plates today are roughly 23% larger than they were in 1900, and that increase alone can lead to significantly higher calorie intake.
The illusion doesn't just influence how much we serve ourselves — it also affects how appetizing food appears. Studies show that when food is depicted in a smaller container, it appears larger and more satisfying, even though the portion is unchanged. This effect has been used in food packaging and marketing to nudge consumers toward certain products.
From Plates to Shopping Carts: The Illusion Goes Big
What many people don't realize is that the Delboeuf illusion doesn't stop at plates. Retailers have learned to scale it up — literally. Grocery stores use oversized shopping carts as a form of neuromarketing. When the "container" (the cart) is huge, the items inside look smaller. A half‑full large cart feels psychologically emptier than a half‑full small cart. This triggers a subtle but powerful urge to keep adding more.
The logic is identical to the plate illusion:
Large frame → contents look small → you add more.
Small frame → contents look big → you stop sooner.
This is not an accident. It is a deliberate strategy. Large carts make your purchases look insufficient, encouraging you to buy more than you intended. It's one of the simplest and most effective neuromarketing tools in modern retail.
Neuromarketing Through Cart Design
Neuromarketing refers to techniques that influence consumer behavior by targeting subconscious processes. Oversized shopping carts are a perfect example. They don't need flashing lights or persuasive slogans. They work quietly, invisibly, by manipulating perception.
When stores doubled the size of their carts, some chains reported up to a 40% increase in average customer spending. The cart doesn't force you to buy more — it simply makes what you've already chosen look too small, too insufficient, too incomplete.
Why This Matters
The Delboeuf illusion shows how easily our perception can be distorted. When applied to food, it leads to overeating. When applied to shopping, it leads to overbuying. Both contribute to larger systemic problems: food waste, rising prices, and unhealthy consumption patterns.
Understanding the illusion gives consumers power. When you recognize the trick, you can resist it. You can choose smaller plates, smaller bowls — and yes, even smaller baskets instead of giant carts.
The Delboeuf illusion teaches one crucial lesson: Your eyes are not neutral observers. They can be manipulated. And retailers know exactly how to do it.
By becoming aware of these psychological traps, shoppers can reclaim control — one plate, one portion, and one shopping trip at a time.
Zoltán Bíró — Nope Haul Revolutionary | Debrecen, Hungary.