Particle swarm optimization (PSO) is employed to investigate the overall performance of a pin fin.The following study will examine the effect of governing parameters on overall thermal/fluid performance associated with different fin geometries, including, rectangular plate fins as well as square, circular, and elliptical pin fins. The idea of entropy generation minimization, EGM is employed to combine the effects of thermal resistance and pressure drop within the heat sink. A general dimensionless expression for the entropy generation rate is obtained by considering a control volume around the pin fin including base plate and applying the conservations equations for mass and energy with the entropy balance. Selected fin geometries are examined for the heat transfer, fluid friction, and the minimum entropy generation rate corresponding to different parameters including axis ratio, aspect ratio, and Reynolds number. The results clearly indicate that the preferred fin profile is very dependent on these parameters.