Creative does not mean arty. The people want clarity.
Creative is not silly, unless your goal is to be silly. It’s not hyper-artistic and hard to understand. Good design isn’t just pretty. (And it never, never includes Flash introductions unless you are selling Flash introductions.)
Creative is about communication. When it comes down to it, it’s using images to connect people with ideas. Ideas aren’t giant logos or soft-focus kittens, unless you want your audience to believe you’re a prick or an idiot. We don’t care about how much an image makes you happy – it’s about what works for the people reading about what you do.
That having been said, there are many pathways to creative bliss. It all comes down to what you want to achieve. Are you Dorothy Parker or Johnny Rotten? And what do you want your webusers to do with the stuff they find on your site? Are you aiming to entertain or to sell?
Enquiring minds want to know. And the people want a clear path through your multimedia highways.