There are different types of design styles of stores everywhere, Hung (2009) indicated that the lifestyle of consumers have an impact on their personal preferences. In the aspects of the space, the design style may deliver proper, strong or simple feelings to consumers, and which kind of space style is preferred by customers is always the important issue for the store owner. This research discusses how design may influence customers’ preference based on the Principle of the Aesthetic Middle and also put lifestyle into discussion since it is one important factor that may influence peoples’ preference in every aspects. The research has been divided into two stages, in the first stage we offered questionnaire with eight different design styles of pictures to experts to rank them based on the degree of awareness of the attractiveness and strength they perceived. In the second stage, questionnaire based on the content of the previous ones were handed out online and 250 effective questionnaires were collected. Then, one-way ANOVA is applied to investigate the effect of the Aesthetic Middle toward the consumer preference. And using the Factor Analysis and Cluster Analysis to generalize the five clusters of the consumers, and using two-way ANOVA to investigate the effect of the principle of the aesthetic middle toward preference base on this five clusters’ lifestyles. The research result shows that the Aesthetic Middle has a significant impact on consumer preference, and the design style has a significant impact on preference. However, the lifestyle does not affect the overall the Aesthetic Middle and design style toward consumer preference. It has few significant impacts on some lifestyle clusters. In the analysis of demographic variables, the age and marriage state have a significant interactive effect on the Principle of the Aesthetic Middle, which indicate the age have the impact on the preference based on the Principle of the Aesthetic Middle. On the other hand, the results show that the consumers do not prefer the commercial space in the Aesthetic Middle category.