Website design in luxury branding constitutes a significant dimension that influences consumers’ online attitude and behavior. In this sense, extended “white” space, creative visuals and informative texts constitute a fundamental design content and tool, particularly apt for luxury brands that seek to communicate a sense of luxuriousness in an explicit or implicit manner. While the online presence of luxury brands is increasing, the mechanism through which their website design might affect consumers’ online attitudes and responses is relatively unfamiliar. The present research applies an experimental study with 118 participants and demonstrates that (a) “white” space-dominant websites through classical aesthetics, (b) image-dominant websites via expressive aesthetics and (c) text-dominant websites through perceived informativeness increase perceived luxuriousness (PL) and in turn improve attitude toward the site (Asite), attitude toward the brand (Abr), and purchase intention (PI). The current study provides fruitful insights into effective website design features for both academics and practitioners.