Our brains subconsciously process the images it gets from our eyes and tries to make sense of them. By arranging shapes, colours or shades of light in certain ways we can trick our brain into thinking we are seeing something we are not.
Yup like Daren says its all down to playing tricks on our eyes. A guy call Richard Wiseman is very good at explaining the psychology behind these things. He has some good mind experiments that he plays on you on youtube.
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