I saw a
BBC documentary about the
human face.
This episode was about beauty. There where a number of different theories about what makes a face 'perfect'/beautiful.
A doctor (plastic surgeon) had used the golden ratio (rounded: 1:1.618) to make a mask/map (a face made of points and lines on a piece of paper) of a human face using geometry with the golden ratio.
They took a sample of people who where considered beautiful, and the mask fitted better than other people that where considered not so beautiful.
The BBC program can be found here: http://www.bbc.co.uk/science/humanbody/humanface/beauty_grid.shtml
Also, this number, seems to pop-up in the movie pi.