In the present paper, the entropy generation and optimal Reynolds number for developing forced convection in a double sine duct with various wall heat fluxes, which frequently occurs in plate heat exchangers, are studied based on the entropy generation minimization principle by analytical thermodynamic analysis as well as numerical investigation. According to the thermodynamic analysis, a very simple expression for the optimal Reynolds number for the double sine duct as a function of mass flow rate, wall heat flux, working fluid and geometric dimensions is proposed. In the numerical simulations, the investigated Reynolds number (Re) covers the range from 86 to 2000 and the wall heat flux (q") varies as 160, 320 and 640 W/m(2). From the numerical simulation of the developing laminar forced convection in the double sine duct, the effect of Reynolds number on entropygeneration in the duct has been examined, through which the optimal Reynolds number with minimal entropy generation is detected. The optimal Reynolds number obtained from the analytical thermodynamic analysis is compared with the one from the numerical solutions and is verified to have a similar magnitude of entropy generation as the minimal entropy generation predicted by the numerical simulations. The optimal analysis provided in the present paper gives worthy information for heat exchanger design, since the thermal system could have the least irreversibility and best exergy utilization if the optimal Re can be used according to practical design conditions. (c) 2005 Elsevier Ltd. All rights reserved.