The coating design of machine tools refers to the exterior appearance of a machine tool and is an important method for improving the user experience and brand image. In this study, we studied and optimized the coating design of serial CNC cylindrical grinder machines of the Shanghai Machinery Factory in China using eye-tracking experiments and virtual reality technology. Firstly, based on eye-tracking technology, experiments were carried out on various elements of the coating design of the machine tools. Secondly, the experimental data were analyzed to extract design criteria that fit the user’s visual habits and to determine the details of the coating design optimization. Thirdly, the design scheme was verified using virtual reality technology and a user questionnaire survey. The results show that it provides support for the optimization of the design and working efficiency of machine tool coatings in enterprises. Future work should investigate optimization design tools that include ergonomics based on vision experiments and virtual reality.