Abstract Although the aesthetic properties of a product have often been linked to consumers’ emotional responses, theory and empirical evidence are yet to fully explain how and why aesthetic properties of a product evoke an emotional response. Drawing on an eclectic literature, we propose hypotheses connecting aesthetic principles with the subconscious cognitive appraisals associated with emotions. Specifically, we empirically test the relationships between the aesthetic principle of harmony and cognitive appraisals (attentional activity and pleasantness), while exploring the moderating role of typicality. Our results suggest that harmony and typicality interact to affect appraisals of pleasantness and attentional activity. Specifically, consumers tend to prefer designs that balance the levels of attentional resources needed and pleasantness in visually evaluating the design. This work advances the growing literature in product design and aesthetics by providing an understanding of the mechanisms through which aesthetic principles might prompt emotional responses in consumers.
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