This chapter defines the concept of aesthetics and its influence on consumer behavior, emphasizing its impact on visual appeal and the evaluation of visual stimuli. It discusses aesthetic psychology and the dimensions of aesthetic experience, highlighting the roles of psychographic and collative variables in appreciating visual stimuli. The chapter delves into the fluency process as a key mechanism that explains the relationships between visual dimensions and aesthetic appreciation. Additionally, it examines how aesthetic dimensions and fluency affect consumer perceptions across various marketing domains, including eco-labels, showcasing their importance in shaping consumer attitudes and decision-making processes.