Everyday consumer aesthetics

•The notion of everyday consumer aesthetics is introduced.•Everyday consumer aesthetics entails non-art and non-nature, diverse and dynamic experiences.•Representative research articles are categorized to encapsulate the current state of the literature.•Product features, packaging design and psychological and consumer constructs are discussed.•Future research directions are identified to expand the scope and impact of everyday aesthetics.

This review introduces the notion of everyday consumer aesthetics. Everyday consumer aesthetics entails non-art, non-nature aesthetic experiences that are diverse and dynamic and result in specific consumer actions (e.g. purchasing) and consumption behaviors (e.g. recycling). Two broad trends observed in the recent literature are highlighted: a focus on the quantification of the use and impact of aesthetics, and, the study of specific new aesthetic features and their theoretical underpinnings. Recent insights and advances in consumer aesthetics research pertaining to elements of packaging, shape and surface appeal, color, dynamism and visual change, embodiment and individual differences are presented. Future research endeavors to expand the scope and impact of everyday aesthetics in consumer behavior are discussed.