Prioritization is crucial in nature conservation, as land and financial resources are limited. Selection procedures must follow objective criteria, and not primarily subjective aspects, such as charisma. In this study, we assessed the level of charisma for all European butterflies. Based on these data, we analysed the charisma values of the species listed on the annexes of the EU Habitats Directive and of the species being of conservation priority according to criteria derived by three objective criteria: Species ecological specialisation, distribution, and threat. The mean level of charisma was higher for species of the EU Habitats Directive than for species of conservation priority and for not-listed species. Five of the twenty most charismatic species were also listed on the EU Habitats Directive, but none occurred on the list of species being of conservation priority. A trait space analysis revealed remarkable differences between the different species assortments: The species listed on the EU Habitats Directive covered a large trait space and included many species with high charismatic value, but low ecological and biogeographical relevance, while species of high conservation priority covered a restricted trait space and did not overlap with charismatic species. According to our findings, the selection of species for nature conservation still follows a mix of being aesthetic combined with some ecological criteria.