Embodying The Value Of Visual Communication Design, An Axiology Perspective

China's entry to the World Trade Organization (WTO) makes her an important part of the great world market. Domestic design and service industry will have to win over customers against strong foreign competitors. From business card design to web service design, visual communication design will play a dominant role in the competition. Neglecting the way of embodying its value is not tolerated. Under this new circumstance, the only way to apply the principle of visual communication design to practice is to thoroughly understand the essence of the value of visual communication design.Axiology is a component of Meta philosophy, including aspects of society, economy and culture. This paper analysis the creation and implementation of value on the basis of axiology, and apply the conclusion to practical visual communication design, explore an approach to embody the value of visual communication design.This pager begins with the analysis of value on the basis of axiology, followed by the meaning, creation and implementation of value, which together form the foundation of axiology. The analysis is also the theoretical source of further analysis of how to embody the value of visual communication design. The second part of this paper analyses various design expression when value creation and implementation has been applied to visual communication design. Namely the way of embodying the value of society, the value of economy and the value of culture of visual communication design. The last part is a typical CIS case study. The value of visual communication design is revealed by the social, economic, and cultural value of the realistic Jiuzhitang Corp. CIS project. The practical significance of visual communication design is discussed under such a situation that China has acceded to WTO and has become a part of the integrated world market.The analysis above is a preliminary research of the value of visual communication design. This paper will be a general reference for more detail researches in succession.