The invention relates to a self-punching-riveting connection locating device and locating method based on an optical principle and belongs to the technical field of self-punching-riveting technologies. The self-punching-riveting connection locating device disclosed by the invention comprises a sleeve, a rocker arm, a light source generator, a supporting rod, a deep groove ball bearing, a standard pointer and a locating base, wherein the supporting rod is fixed to the locating base, a step shaft is arranged at the upper end of the supporting rod, the deep groove ball bearing is arranged on a shaft section of the step shaft, the standard pointer is fixed to the top end of the step shaft, the rocker arm is arranged on the deep groove ball bearing in a sleeving mode, the tail end of the rocker arm is connected with the sleeve, the light source generator is fixed in the sleeve, the light source generator can slide up and down along the sleeve, a laser pen is assembled in the central position of the light source generator, and a switch is further arranged at the upper end of the light source generator; the locating base comprises a bottom plate and lateral plates, wherein the lateral plates are fixed to the two sides of the bottom plate, and a central hole is formed in the bottom plate. The self-punching-riveting connection locating device disclosed by the invention can perform self-punching-riveting connection location through the optical imaging principle and a geometric principle, improves location accuracy, not only guarantees quality of self-punching-riveting connectors of different widths and thicknesses of connection parts, but also improves efficiency.