The optimal die design in multi-pass cold heading using Taguchi design method for AA 2017 is studied in this paper. The FEM simulation plans are constructed using Taguchi method for various design parameters, including heigh-reduction ratio, cone angle and constrained length of preforming die. The die stresses as the quality characteristics are obtained through FEM simulation. Based on the S/N response from the interaction analysis in orthogonal arrays, the weighting factors of the design parameters are obtained to accomplish the optimal parameter design of die geometry. The optimal design method constructed in this paper was demonstrated to be applicable to process planning and die design in multi-pass cold forging process.