目的 当下信息可视化设计成为呈现信息的主要形式之一。结合认知思维及视觉思维，设计出更贴合人的主观行为的可视化设计，从而优化用户体验、提升阅读效率。方法 首先对信息可视化的相关理论进行阐述。随后构建出基于认知思维与视觉思维的信息可视化设计模型。其次对认知思维以及视觉思维蕴含的相关个体主观能动规律进行阐述，并提出设计策略，具体通过认知思维来优化信息层级，结合视觉思维来打造展示形式。最终以感冒灵颗粒药品说明书为例，进行设计实践并开展设计评估。结论 认知思维及视觉思维指导下的信息可视化设计切实优化了用户的阅读体验、提升了用户的阅读效率，是辅助、优化信息可视化设计的一条可行路径。

At present, information visualization design has become one of the main forms of information presentation. This paper intends to combine cognitive thinking and visual thinking to design a visual design that is more consistent with people's subjective behavior in order to optimize user experience and improve reading efficiency. At the beginning of this paper, the relevant theories of information visualization are expounded. Then the information visualization design model based on cognitive thinking and visual thinking is constructed. Secondly, the law of individual subjective initiative contained in cognitive thinking and visual thinking is elaborated and the design strategy is proposed. Specifically, the information level is optimized through cognitive thinking and the display form is created by combining visual thinking. Finally, the design practice was carried out and the design evaluation was carried out to demonstrate the viewpoints by the example of Ganmaoling pellet drug instruction. Information visualization design under the guidance of cognitive thinking and visual thinking can effectively optimize users' reading experience and improve their reading efficiency, which is a feasible path to assist in optimizing information visualization design.