Emotional design through CMF: a comparative study across visceral, behavioural, and reflective levels

ABSTRACT: CMF design goes beyond aesthetic enhancement by shaping the user–product relationship through functional, ergonomic, and symbolic dimensions. The qualitative analysis shows that colour and material primarily influence first impressions and emotional engagement, while surface finish reinforces perceived quality, symbolic meaning, and identity expression. Ergonomic performance is closely linked to material and tactile surface properties. Overall, CMF acts as a strategic design tool that strengthens brand identity, product desirability, and long-term emotional attachment.