In this article, the finite-time synchronization (FTSYN) of a class of quaternion-valued neural networks (QVNNs) with discrete and distributed time delays is studied. Furthermore, the FTSYN and fixed-time synchronization (FIXSYN) of the QVNNs without time delay are investigated. Different from the existing results, which used decomposition techniques, by introducing an improved one-norm, we use a direct analytical method to study the synchronization problems. Incidentally, several properties of one-norm of the quaternion are analyzed, and then, three effective controllers are proposed to synchronize the drive and response QVNNs within a finite time or fixed time. Moreover, efficient criteria are proposed to guarantee that the synchronization of QVNNs with or without mixed time delays can be realized within a finite and fixed time interval, respectively. In addition, the settling times are reckoned. Compared with the existing work, our advantages are mainly reflected in the simpler Lyapunov analytical process and more general activation function. Finally, the validity and practicability of the conclusions are illustrated via four numerical examples.