The aesthetic, according to Wolfgang Welsch, has several semantic variants. One of them is a phenomenalistic one. Referring to this variant, I show that the aesthetic is something more than a secondary component of electronic capital markets, which reflects what is happening to them and supports economic actors in their investment decisions. Namely, it is something that reaches out to such important things as the very existence and functioning of financial markets, their moral and social legitimization, the mode of participation of economic actors on these markets, their experiences and behavior and the popularity of investing in the markets. Thus, it can be said that the aesthetic is an integral and constitutive element of capital markets and not just their supplement, which only represents these markets and supports financial subjects in their investment behavior.