A visible light communication apparatus of the present invention includes: a target signal receiver filtering only a signal having a target wavelength from a visible light received signal received from a transmitting terminal; a signal generator judging a reception quality of the visible light received signal by using characteristics of the signal having the target wavelength and generating a visible signal by using at least one light source having a wavelength different from the target wavelength in accordance with the reception quality; and an optical signal transmitter transmitting the signal having the target wavelength for transmitting data together with the visible signal and changing a light emitting color of a visible light transmitted signal.