With the rapid development of the economy and the acceleration of urbanization in China, the characteristics of traditional ancient towns are gradually assimilated by modern culture. Image is the characteristics and individuality of cities and ancient towns. Image building has also become an important means to enhance urban competitiveness, protect the characteristic culture of ancient towns and develop tourism in ancient towns. This research takes Changsha city and Jinggang ancient towns as examples, and based on physical water culture, behavioral water culture and spiritual water culture, which are analyzed and compared from the perspective of figuration and imagery. The results show that the water culture’s visualization has similar and different of these two places. The similarity is reflected in the obvious spatial development structure and derived water culture of the places. The differences are reflected in the following aspects: (1)Changsha city’s natural water landscapes such as scenic spots along the river, islands and scenic spots, ecological leisure parks, etc. Jinggang Ancient Town is dominated by temples, ancient theaters and other cultural attractions. (2) There are many ports, navigation junctions and modern water conservancy establishments in Changsha; Jinggang ancient town are well preserved about the ancient quay and other ancient water conservancy establishment. (3) Changsha City presents the urban spirit of “being the first and keeping the world in mind”. Jinggang Ancient Town believes in “Water God”. Combining the similarities and differences between the water cultural visualized of Changsha and Jinggang ancient town, it is proposed that Changsha should pay attention to protecting the water cultural heritage, Jinggang ancient town need to create natural water landscapes, and both regions need to increase water cultural activities. The suggestion provided reference for similar water culture building visualize of cities or ancient towns.