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.