High density ZnO nanostructures were fabricated on Au coated Si and quartz substrates through once and the same oxidative evaporation of pure zinc powder. The coated side of the substrate was intentionally positioned in two directions of face and back to the zinc sources. Structure, morphology and optical properties of the samples were investigated by scanning electron microscopy, X-ray diffraction, Raman spectra and room temperature photoluminescence measurements. The results showed that the samples on the different substrates with different directions have three different morphologies, including film-, rod- and comb-like nanostructures. Photoluminescence spectra of the samples showed the various bands centered in UV (380-390 nm), blue (470-490 nm), green (500-550 nm) and orange (610-620 nm) region. It demonstrates that the substrate material and the direction of substrate significantly affect the growth of ZnO nanostructures.