A common fallacy is that chess, by virtue of having all the pieces in view, does not contain deception. But this fails to consider the fact that each and every position from a chess game is interpreted by two human minds, each with their own idiosyncrasies. So when you play against someone you often get a sense of their beliefs and preferences, which may or may not be objective.
This is where the possibility for deception arises, by preying on the beliefs of your opponent and presenting them with the opportunity to deceive themselves. Some players who have been very good at this, including the legendary World Champion, Emanuel Lasker.
In the following game he is quite happy to let Janowsky obtain the bishop pair (a preference of his) knowing that his opponent would then be optimistic about his chances. Too optimistic in fact, and Black’s position gradually deteriorated: