With the rapid development of virtual reality technology, its application in the field of art and design is attracting increasing attention. Based on the perspective of user demand, the article combines the Kano model to analyze user satisfaction with virtual reality technology used in modern Chinese image culture design, and finds that its landing point is the desired attribute in the first quadrant, with the Better and Worse coefficients of 0.531 and -0.141, respectively, which indicates that users expect the application of virtual reality technology in the design of image art and culture. Then the evaluation index system of VR image art and culture design is constructed, and the principal component analysis method is used to assign weights and establish the quantitative model of VR image art and culture design. The analysis shows that the weight of the sensory level is the largest 0.3780, and users attach great importance to the aesthetic experience (0.3780) and emotional experience (0.2710) of VR image art and culture design. The application of virtual reality can draw on the results of the quantitative model to design optimization strategies, combine traditional and modern elements, use the interactivity of VR to enhance artistic expression, create an immersive experience, and create more in-depth and original works of video art and culture.