In recent years, advancing technology and growing interest in neuromarketing and neurobranding have led to foundational research that facilitates a better understanding of consumers’ affective responses and unconscious information processing. However, the areas of aesthetics and design have remained largely unaffected by such advances and implications. The purpose of this study is to present a systematic review of the neuroscientific evidence aimed at sensible design for design and marketing researchers interested in exploring neuroaesthetics, an interdisciplinary area by nature. Sciencedirect, EBSCO, and the Google Scholar database were searched in February 2014 to select and review previous studies of aesthetics involving neuroscience. Twenty-eight studies were reviewed and divided into two categories: reward system and emotion. In addition to discussions on previous approaches, future research directions focusing on the process of aesthetic judgments (e.g., design elements, marketing stimuli) are proposed.

1. Introduction
 2. Basic Facts - the Human Brain
 3. Where we’ve been: review of selective studies
  3.1. Reward system
  3.2. Emotion
 4. Where we’re going: future directions
 5. Conclusion
 REFERENCES

• Yun Jung Choi(Department of Design & Environmental Analysis, Cornell University)
• So-Yeon Yoon(Department of Design & Environmental Analysis, Cornell University)