A visible light signal generating method is a method for generating a visible light signal transmitted in response to a change in a luminance of a light source of a transmitter, and includes: generating a header (SHR), where the header is data in which first and second luminance values, which are different luminance values, alternately appear along a time axis; generating a PHY payload A and a PHY payload B by determining a time length according to a first mode, where the time length is a time length during which each of the first and second luminance values continues in the data in which the first and second luminance values alternately appear along the time axis, and the first mode matches a transmission target signal; and generating the visible light signal by joining the header (SHR), the PHY payload A and the PHY payload B.