First, unless you are doing low temp smokes (under 200 degrees), I would recommend using chunks instead of chips. The chunks will smolder and smoke longer with less chance of combusting. The chips are great for low temp smokes because they start smoking faster because they have some much surface area. But, at higher temps there is a greater chance for them to start on fire. My guess is that your chips are combusting/starting on fire and causing creosote taste instead of the mild smoke taste that you are looking for.
I use chips for jerky and fish that I smoke at low temps. Other than that, my chips stay in storage.
Stay away from the big box store chunks as they are usually WAY too dry. Try out www.smokinlicious.com, www.mainegrillingwoods.com, or www.fruitawood.com for some high-quality smoking wood. My favorite is Smokinlicious.
The type of meat matters as well. For example, chicken can be overpowered quite easily. You may want to go closer to the 1-2 ounce range for chicken, 2-3 ounces for shorter smokes such as ribs/small roasts, and 5-6 ounces for larger pork/beef cuts like Boston Butts and Briskets.