Cognitive dissonant mental illusions to promote reading. It’s a mouthful. Ray Joël and Bart Uriot tested the reactions on one of the nine new mental effects made as a concept for libraries in Holland. The hall of the local library was the stage. People where asked to look at an envelope and think of any letter in the alphabet. After a eye test the card was taken out of the envelope. Only then the thought of letter was revealed by the participant and it matched exactly the letter on the card. The reactions are speaking for itself. We hope to see you all soon in the library again. Expect more to come this year as the library shared our enthusiasm for the project. A very small extract of the reactions can be seen in the clip here.