<p>Green consumption falls within the realm of consumer ethics topics. Leveraging visual design to enhance consumer adoption of green products serves as a simple and cost-effective strategy. This research demonstrated the Simplicity-Naturalness Association (SNA) and its impact on green consumption. Evidence from five studies, comprising a field study (Study 1), an Implicit Association Test (Study 2), and three laboratory experiments (Studies 3—5), supports the proposed framework. In particular, Study 1 confirmed the correlation between packaging simplicity and the ratings for green products using secondary data from Ethical Superstore, an online shopping platform. Study 2 found that consumers implicitly associate visual simplicity with the concept of naturalness. Moreover, Study 3 verified the causal relationship between packaging simplicity and the purchase intention of green products. Study 4 examined the underlying mechanism of perceived naturalness that drives the core effect. Finally, Study 5 identified the moderating role of potency appeal, such that the core effect will be attenuated when potency appeal is present. Our findings contribute to the literature regarding consumer ethics, green product design, and green communication. Our work also has practical implications for businesses that aim to promote green products.</p>