There are different elements involved in the product purchase; among them, there are the subjective ones, such as satisfaction (usability) and other ergonomic factors (shape, color, maintenance, security, interaction, materials, function and durability), which are involved in the first evaluation, even if the user is not in contact with the product. In this process of perception and evaluation, some products of the furniture industry are rejected by the customers in this first visual interaction, causing large economic losses. Knowing which factors have a bigger influence on the customer, supports a designer, in the initial design process, and reduces the possibility to manufacturing a product that will not be acquired. The present study presents the case of purchase of residential living rooms furniture by women in Mexico. The attributes of pleasure and satisfaction are determinants for having a positive buying decision; these attributes were translated into design elements, which can change the buyer perception, and generate a purchase intention.