The paper intends to explore the design and optimization of rural basic public facilities in the new period. At present, public facilities in rural areas in China are facing many development difficulties, and the form and function of innovating public facilities have become the first and most important content. Taking this reality as the overall background, the paper analyzes in depth the design objectives and principles of rural public facilities, discusses the disharmony between functions, environments and effects, and proposes several relevant principles and feasible directions. Then, this paper discusses the optimization design of rural public facilities from the perspective of integrity, humanized care and ecological and economic model. The existing environment and user groups of public facilities in rural areas are different from those in urban areas. The specific design direction and form of public facilities should start from the rural environment and combine the habits and demands of users, so as to further improve the quality of rural living environment in a more scientific and diversified way and promote the development of new rural construction.