I am for a design that’s like vanilla ice cream: simple and sweet, plain without being austere. It should be a base for more indulgent experiences on the occasions they are needed, like adding chocolate chips and cookie dough. Yet these special occasions are rare. A good vanilla ice cream is usually enough.
This is what differentiate good from great designers. Good designers will rely on their technical skills and base their design on principles (a machine could learn that by the way), but great designers bring more to the equation. I think that this is what creativity really is.