<p>Harnessing the plasmonic properties of gold nanorods (AuNRs) requires proper control of their arrangement and assembly. However, although the assembly of AuNRs into ordered structures has been achieved, active control over them remains challenging. The author and colleagues have developed methods to control the arrangement and assembly of AuNRs based on complex formation via electrostatic interactions with DNA, a polymer with unique properties, structure and excellent functionality. By adjusting the electrostatic interactions, the author and colleagues have achieved not only the ordered arrangement and assembly of AuNRs but also their active control. The author and colleagues have also successfully demonstrated the use of AuNR–DNA complex formation for analytical applications. This Focus Review presents our work on the arrangement and assembly of AuNRs by DNA.</p>