The expansion of visual communication design in public art makes the scope of visual communication wide. This new art form reflects the cross and integration of disciplines but also makes the form of public art in our life richer, and people can get more beautiful enjoyment. Research on the fractal algorithm in the escape time algorithm studied the Julia set in different function conditions of the fractal graph of the change and the function of different indices of the joint. The fractal graph obtained a colorful, more tense structure. Subsequently, it is applied to public art design, and after testing its performance, the fractal design of visual communication is combined with the IPA model to explore the practical effect of the fractal design in public art design. The results show that the improved fractal algorithm proposed in this paper increases the pattern generation rate from 61.5% to 92.6%. The fractal dimension measurement of 15 typical batik patterns shows that more than 85% of the batik patterns have an average value of more than 15000.