The "science" in the science of design

Design is a complex field. Some components of design already are based upon good science, usually from the behavioral and cognitive sciences. Some are at the pre-scientific level of understanding. I believe that with a proper attitude toward evidence-based studies, these areas can also become either scientific, or at least rigorously proven to be effective when used under well-understood circumstances. Some aspects of design seem primarily based upon human creativity, sense of style, and other socially mediated conventions. These may never be scientific, but they do play a critically important role in the quality and acceptance of design. So, can design be a science? Sometimes yes, sometimes no. Can it be empirically based, evidence driven? Yes. Will it have to reply on intuition and the creativity of individual designers? Sometimes, yes. Design is a multi-faceted, complex enterprise. It involves the initial choice of what to make, a deep understanding of people, of materials, and of technology. It requires understanding how people decide upon purchase, and then use products. It covers an extremely wide range of activities and different disciplines of study and training. It is this depth and richness that makes design such a wonderful, fascinating field.