The haptic feedback perceived during the interaction with consumer products is an important aspect since it concurs in creating, together with the aesthetic features and sonic feedback, the emotional response during the first contacts with a product. And this may be decisive for the user’s decision of purchasing a product instead of another one. So the design of the haptic behavior of interaction elements of products can be both a successful strategy for capturing consumers’ attention but even a need for avoiding problems during the use. The paper describes the process of virtualization of the interaction with an industrial consumer product by means of haptic, sound and visualization technologies in order to obtain a prototype (interactive Virtual Prototypes) useful to design and test the haptic feedback of interaction elements directly with end users.

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