Provided is a drive assist apparatus visually notifying a driver of information regarding a gradient of a road. A drive assist apparatus includes processing circuitry. The processing circuitry is to acquire gradient information of a road in which gradient illusion is estimated to occur in a driver of a vehicle. The processing circuitry is to perform control on an irradiation apparatus provided to the vehicle so that the irradiation apparatus projects a gradient recognition pattern on a target object or on a projection surface provided in front of a driver seat of the vehicle to display the gradient recognition pattern in overlapped fashion with the target object. The target object is located in front of the vehicle and extends along the road. The gradient recognition pattern includes at least one graphic based on the gradient information of the road and disposed along the extension direction of the target object.
