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The Demand for Fuzzy Science and Explicit Design: Rationalism is Not Universal

Whenever I explain Design to non-designers, I essentially describe the scientific method - observe, hypothesize, test, repeat. Many designers work this way, although they might think creativity is something more magical, and are less inclined to describe their work as sequenced trial and error via prototyping.  Also, let's face it, clients will pay for magic but not for experimentation. The differences between science and design are more cultural than procedural.  

Science is better tuned to the needs of validation and design facilitates more generative insight, but the largest difference is that the scientific method is often stuck in the culture of science - we tend to think of the scientific method within fields like biology or physics, and thus resort to reasoning and intuition for day-to-day matters. Thus we think we use the scientific method all the time, but actually, we rely mostly on the power to reason.  

At the Threshold of ReasonUnfortunately, human reasoning is not univ…

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