Towards emotional technology: a framework to evaluate culturally resonant immersive storytelling design

In an increasingly convergent landscape where Design, Art, and Technology intersect to transcend disciplinary boundaries, immersive storytelling design is emerging as a strategic tool for crafting experiences that are both culturally resonant and creatively compelling. This paper aligns with such a trajectory by exploring the potential of 360-degree video (an apparently “lower-tier” technology compared to more advanced extended reality solutions) as an expressive medium capable of activating culturally grounded narrative forms. Despite this potential, a significant gap persists in the literature: the absence of structured frameworks for evaluating the effectiveness of immersive content, particularly in terms of its emotional and narrative impact. Existing evaluation models tend to rely on dated paradigms focused narrowly on virtual perception and digital reconstruction, lacking sensitivity to the cultural and affective dimensions of immersion. The proposed framework also aims to investigate possible behavioural changes in users exposed to immersive storytelling experiences, particularly in relation to perception, attention, and meaning-making. Furthermore, the case study explores how immersive narratives can support engagement with contemporary sustainability challenges through emotionally driven and value-centered communication. Through the EMOTIONAL case study, this paper proposes a hybrid assessment method based on a dual system of data collection: subjective (a simplified questionnaire using theme-based “cards,” developed from existing literature), and objective (monitoring of biometric data - with a focus on electro dermal activity - and qualitative observation conducted by psychologist). The framework has been internally validated by a selected research group, with the aim of investigating the effectiveness of immersive storytelling design in conveying cultural values related to Made in Italy and sustainability. Preliminary results highlight the relevance of an integrated methodological approach in both the design and evaluation of immersive content, capable of reshaping how users attribute narrative meaning and emotional engagement. Therefore, this contribution offers a foundational step toward the development of updated evaluation practices within the intersection of Design, Art, and Technology, outlining theoretical and applied directions for future research.