This study investigates user engagement and its relationship with the visual aspects of design using a newly designed 3D Tic-Tac-Toe. The research examines user experience factors like cognitive engagement, fun, stress relief, etc., and to analyze their correlation with the design principles found in literature, such as Contrast, Framing, and Balance. 15 teams, comprising 2 players each, from design academic backgrounds, were provided with the game board to play. Researchers observed interactions and challenges, while subsequent surveys captured experience, aesthetics, emotional response, and design principles. The findings reveal the strong and weak correlations amongst the factors and the principles, highlights further prototype refinement. The insights integrate cognitive and emotional dimensions with core principles of design to create engaging and visually satisfying products.