Author(s)

Sun Yu

Corresponding Author

Sun Yu

Abstract

The era of social change, the change of consumer demand, the development of natural science and social science have had a great influence on the visual communication design, which is both opportunity and challenge, also let people to rethink and explore rational value and method of visual communication design, seek the significance of the rational value of visual communication design, make visual communication design play a better rational value function, to better serve the needs of society.

Keywords

Visual communication design, Rational value, Instrumental rationality, Rational value.