Abstract: In the industry of clothing, bags and jewelry, we can always find that designers use language characters as a design element. In this paper, we conduct three experiments to verify the impact of semantic fluency on consumers’ aesthetic judgment. When it is more disfluent for consumers to recognize the verbal meaning of decorative characters, they evaluate the design more beautiful and perceived complexity is a mediator. The conclusion of this article has theoretical value and practical significance for fashion design industry, cultural creative industry and international marketing area.

Key words: semantic fluency, aesthetics, complexity