This book examines the pivotal role of eco-labels in promoting sustainability, exploring how their visual design influences consumer perceptions and behaviors. While eco-labels serve as signals of environmental and ethical responsibility, their effectiveness hinges on aesthetic elements like complexity, color, and text. Grounded in marketing, design, and consumer psychology, the book integrates Berlyne’s aesthetic theories with empirical findings, demonstrating how well-designed eco-labels enhance trust, familiarity, and sustainability perceptions. Through case studies and an original study using real eco-labels, it provides practical insights for marketers, designers, and policymakers to create visually engaging labels that foster sustainable consumer behavior.