The purpose of this special issue is the reconsideration of what constitutes beautiful design based on a discussion of aesthetics and consumer psychology. Previous research has indicated that aesthetics is one of the important design elements because it promotes customer’s choice behavior and leads to higher customer satisfaction. In this special issue, we intend to focus not only on those simple effects but also on psychological or theoretical mechanisms (e.g., how and when does aesthetics affect consumers positively?). Four research articles featured in this issue provide excellent theoretical contributions and have broad practical implications. We hope that this issue will advance research on aesthetics and consumer psychology.