Research Question This section will attempt to explain what elements in the creative process of graphics design are the most challenging for students? Conceptual Framework Instead of focusing primarily on students, this literature review will examine the arguments and opinions of various studies that have tackled a plethora of aspects related to graphics design and idea conceptualization. It is expected that through an examination of various ideas of experts in the field a succinct framework can be developed which can help to shed light on the various challenging elements of the creative process of graphics design. The literature in this review is drawn from the following EBSCO databases: Academic Search Premier, MasterFILE Premier, Global Events, ERIC, and Professional Development Collection. Other sources of information utilized in this section are also drawn from various online resources. Keywords used either individually or in conjunction include: audience, inspiration, conceptualization, graphics design, and demographic. Literature Review Understanding your Audience Shlyk (2007) explains that one of the main elements in the creative process of graphics design is the conceptualization of a design scheme that appeals to an intended audience (Shlyk, 2007). People do not seem to realize that the visuals inherent in banners, commercials, videos and a wide assortment of work that implements artistic layouts is not random nor is it merely an expression of the artistic talent of the graphics designer. While it may be true that there is a certain degree of overlap between the concept of art and the practice of graphics design, what you have to understand is that artists create based on their intended subject matter while graphics designers have to create based on what the client wants. What is produced is usually done so based on exacting specifications of visual appeal that is meant to generate a significant degree of interest for the subject matter being portrayed. The inherent problem with the concept of appeal is that what can be considered appealing for one group may not necessarily apply to another. This can encompass a wide variety of possible design choices ranging from colors and shapes to themes and other methods of presentation that are influenced by the social and cultural nuances of the intended audience. For example, in the case of the Chinese culture the color red is normally associated with good luck while the color black is associated with death. The Spanish on the other hand consider the color red to be an ill omen while black is considered to be a color associated with modernity and technological development. It is this and other such aspects related to appealing to specific audiences that Moszkowicz (2011) states as being one of the most difficult aspects of the creative process since graphics designers usually base their work on already preconceived notions developed within their own society and at times neglect to take into consideration the possibility that what applies for their culture may not necessarily be taken within its appropriate context in another (Moszkowicz, 2011). It must also be noted that appealing to a specific audience is not limited to culture but must also take into consideration demographic data related to age, gender, and their level of academic a