There is a difference between unfamiliar and unconventional.  Text rendered in a white font, in a language I can recognize is familiar.  Text written in Klingon, rendered in dingbats is unfamiliar.  In my mind the designer _should_ be unconventional, while remaining familiar.  Ever see a condo development? How boring are all the houses, lined up and all the same?  I would hate the web to be the same way.