An information communication method is provided for transmitting a signal using a change in luminance. The information communication method includes determining a pattern of the change in luminance by modulating a signal to be transmitted, and transmitting the signal by a display, which comprises a light emitter that changes luminance according to the determined pattern. In the determining a pattern, the pattern of the change in luminance is determined by adjusting a first time from one change in luminance to a next change in luminance according to the signal, the one change in luminance and the next change in luminance being a same one of a rise and a fall in luminance.