This research revealed a design evaluation method to evaluate a design before it is launched. The study was based on the design of a lifting storage system designed for small-space residents. This method involves evaluating user’s emotional reactions and buying intentions. The results show that when people respond to questionnaires designed to gauge emotional reactions or buying intentions their true preferences for a particular design cannot be entirely represented; instead, their responses are highly related to individual differences; such as culture, ethnicity, preference, and personality. In addition, the presented reality-levels of a design representation and its environment also influence customer’s emotional reactions, and then affect their buying decision making. A presentation dissonance (a reality conflict between a product and its environment) can result in negative emotional reactions and should be avoided.