The Visual Communication Design program is based on the needs of technological, social, economic, and environmental changes and sustainable development. It aligns with the development strategy and vision outlined in Xiamen University’s “Construction Plan for a World-Class University,” and incorporates advanced teaching philosophies from the Visual Communication program at the University for the Creative Arts in the UK. Its core teaching model combines leading international design theories with exploratory practice, firmly grasping the forefront and development trends of related disciplines. Leveraging Xiamen University's unique multidisciplinary advantages as a comprehensive university, it constructs an interdisciplinary, broad-based, and thought-provoking curriculum system. It conducts cross-disciplinary practices across art, science, technology, and humanities on an international scale, integrating the professional strengths of both China and the UK.

The program aims to build a faculty team with deep domestic and international collaboration, establish a world-class teaching and research platform, and form a sound mechanism for integrating industry, academia, and research. Committed to cultivating students’ rational scientific spirit, good humanistic and artistic literacy, and strong sense of social responsibility, this program requires students to not only possess solid professional theoretical knowledge and good artistic aesthetic judgment, but also good moral character, integrity, teamwork, and communication skills. Students should master the ability to accurately convey information using forward-looking visual language, flexibly apply their professional knowledge to carry out innovative designs in various media, and integrate with other interdisciplinary fields from the perspective of visual creativity. The goal is to cultivate well-rounded, academically-oriented, and application-oriented creative talents who are competent in planning, design, and communication in the field of visual communication design.