A transmitting method for enabling transmission of a visible light signal in short time includes: determining a pattern of change in luminance of the light emitter by modulating a signal; and transmitting the visible light signal by changing luminance of a red color represented by a light source according to the determined pattern. The visible light signal includes data, a preamble, and a payload. In the data, a first luminance value and a second luminance value appear along a time axis. In the payload, the first luminance value and the second luminance value appear alternately along the time axis, each of a time length in which the first luminance value is maintained and a time length in which the second luminance value is maintained is greater than a first predetermined value and is determined in accordance with the signal and a predetermined method.