The work aims to analyze the behavior and cognition of users' evacuation process and the process of using fire evacuation maps, and to discuss the product positioning and visual design strategy of fire evacuation maps. The user's evacuation behavior and cognitive process were analyzed through behavioral observation, interview and experiment, and the user's cognitive points and needs were sorted out; the user's behavior and cognitive process of using fire evacuation maps were analyzed through behavioral observation and interview in combination with the cognitive theory. Eye tracker experiments and subjective evaluations were used to obtain data, and correlation analysis was performed to analyze the key visual influencing factors of the cognitive process of users using fire evacuation maps. The behavior process, required information and information areas of users' fire evacuation are sorted out; the visual factors affecting users' cognition in using fire evacuation maps are sorted out; the cognitive efficiency data of users' use of evacuation maps is obtained through eye tracker experiments. The correlation between visual influence factors and cognitive efficiency is analyzed. On the basis of the above research, the principles and strategies of fire evacuation maps are proposed.