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This chapter aims at characterizing creativity in design and, thus, creativity that occurs in an area in which there is an increasing need for innovations in our society. Indeed, designers have to satisfy the demand for new products that differ from existing ones. To help designers come up with new ideas leading to new products, it is necessary both to understand the creative process that underlays design activities and to determine appropriate ways to support it. To contribute to these goals, first, we characterize creativity in design and present descriptive models of both creativity and design processes. Then, we describe series of studies that focused on creativity in design, and we discuss ways of assessing creativity in design areas. Finally, we suggest potential orientations for future research in this domain and, especially, methods and computational systems to support creativity in design.