I think that language (at least English) fails us here. The word "creative" can be used to mean both "relating to or involving the imagination or original ideas, especially in the production of an artistic work" [1] or "resulting from originality of thought, expression, etc.; imaginative" [2]. It seems that most people identify the word more strongly with the artistic sense of the word, in which creativity is a proxy for a kind of self-expression that is not bound by any rules, logic, or structure. In doing so, they seem to mistake one of the more visible manifestations of creativity with its essence, which really lies in the "originality of thought" and "imagination" of the creative person.

If we had a specific, unique, and widely used word for the "artsy" free-expression type of creativity, I think the confusion many people express when you try to convince them that mathematics is a creative endeavour would be greatly diminished.

[1] http://oxforddictionaries.com/us/definition/american_english...

[2] http://dictionary.reference.com/browse/creative