Most of the psychological investigations on preference have come to their conclusion after having adopted different kind of explicit measurements. Only few studies on preference used implicit measurements. The present research investigates implicit preference for different kinds of items belonging to three topics: visual art, architecture and physical environment. Studies employing direct measures shows a general preference for figurative vs. abstract pictures, classical vs. modern architecture and natural vs. built environments. This research consists of three experiments. A first study compare evaluation of two different art styles, figurative vs. abstract arts. Two other studies, comparing architectural styles (classical vs. modern) and environmental places (natural vs. built), are still in progress. Participants. Sixty students without training in arts or architecture. Material. Sixty pictures: 10 of figurative and 10 of abstract art; 10 of classical and 10 of modern architecture; 10 of natural and 10 of built environment. Furthermore, 10 words with a positive and 10 with a negative meaning were selected. Measure and procedure. The Implicit Association Test (IAT) is used. Participants task consists on classifying stimuli (presented on the computer screen) into four categories, using only two response options. Two categories for each of the three experiments are respectively: figurative and abstract art; classical and modern architecture; natural and built environment; two other categories are positive and negative words. The hypothesis is that the preference for figurative art, classical architecture and natural environment will be confirmed also adopting implicit measures. As predicted, in the first study on art, compatible task (figurative/positive-abstract/negative) was faster than incompatible task (figurative/ negative-abstract/positive), respectively 684 ms vs. 840 ms (t (19), -4.038, p = .001). More errors were made on incompatible task (n=36) than on compatible task (n=11; t(19), -2.763, p = .012). The central point of the results would be a faster reaction time in compatible vs. incompatible tasks. This stronger associations would indicate that participants show a clear automatic preference towards these items. Figurative art, classical architecture and natural environment might share some common features (familiarity, easiness-to-process, adaptive functions) that orient preference also at the implicit level.