With the development of urbanization, the population is increasing, the rail transit in major cities is developing rapidly, and the number of people traveling by subway is increasing. The subway has become the preferred means of transportation for the public's daily travel. At the same time, it has also increased the passenger flow load of the subway space. In the process of traveling by subway, people also face some inconveniences and bad experiences, such as the complex structure of subway stations, confusing passenger information identification; congestion during peak hours, inconvenience in riding; incomplete coverage of subway information facilities, etc. At present, in the design of the guide system of subway public space, most of them are based on functional design, lacking the connotation expression of passenger cognitive experience, so optimizing the visual design of the subway guide system is an important research direction to solve the common problems of subway space guide and design a subway space guide system that can resonate with passengers and coexist with the space environment. This study analyzes the current status of subway guide systems in some typical cities and summarizes the imperfect parts of the current research results. From the perspective of passenger experience, this study studies the current status of passengers' acceptance of information in the subway guide system. Taking cognitive behavioral theory and Maslow's needs theory as the theoretical basis, this study proposes a sensory design method to optimize the guide system by combining emotional design and universal design concepts. Taking urban humanistic care as the starting point, this study analyzes and innovates the actual subway guide system, so as to maximize the satisfaction of passengers' needs for cognitive behavior, thereby enhancing the communication efficiency of the guide system and optimizing passengers' experience in finding routes. Focusing on visual design, this study uses the unity and difference of colors, the effectiveness of text communication, the fun of graphic guidance, the effective range of people's visual angles, the guidance of the optimal route, and the combination of light and guidance to improve the visual design of the guide system. Finally, through field research and analysis, this study uses the problems existing in the Jinan Metro Guide System to strengthen the embodiment of value. The design research of cognitive behavior in subway space guide system design has practical application significance and has a positive role in promoting the development and improvement of subway public space. It can not only broaden the research scope of urban space guide design, but also promote the construction of a people-oriented subway cultural guide system in the context of the new era, provide a balance between passengers' material and spiritual needs, and establish a friendly and efficient urban subway space that spreads urban culture.