Creating attractive towns: how to design beautiful, livable, and thriving places

Why creating attractive towns matters more than ever

The idea of what makes a “good” town or city has been debated for decades. Today, that question has taken on new urgency. Rapid urbanisation, climate change, and shifting economic patterns are reshaping how people live, work, and move. In response, planners and policymakers have introduced concepts like smart cities, sustainable cities, and compact cities.

Yet one important dimension is often overlooked: beauty.

For many, beauty can feel subjective or difficult to define. But growing evidence shows that attractive towns are not just nice to look at. They improve health and wellbeing, boost economic activity, strengthen community identity, and create places where people genuinely want to live.

This article explores how to create attractive towns in a practical, structured way. It blends insights from urban design research, real-world case studies, and emerging planning approaches. It also includes a counterfactual view to challenge common assumptions and provide a balanced perspective.

From physical design elements to social experience and adaptive reuse, this guide sets out what works—and why.

Creating attractive towns: the role of beauty in urban development

At the heart of attractive town design is a simple idea: people respond emotionally to places.

Urban beauty is not just about appearance. It is about how a place feels. A well-designed town creates a sense of comfort, belonging, and connection. These emotional responses influence how people behave, whether they stay longer, spend more, or engage with others.

Historically, urban planning has focused on function—transport, zoning, and infrastructure. More recently, approaches like smart city development have emphasised technology. While these are important, they often miss the human experience.

Beauty brings these elements together. It acts as a unifying concept that connects functionality, sustainability, and social value. A town that is visually appealing is often also walkable, inclusive, and environmentally responsive.

In this way, creating attractive towns is not separate from good planning. It is a more complete version of it.

The concept of imageability: making towns memorable and distinctive

One of the most useful ideas in urban design is “imageability.” This refers to how easily a place can be recognised, remembered, and understood.

An attractive town has a strong identity. People can describe it, navigate it, and recall it. This is shaped by features such as:

• Distinctive architecture

• Clear street layouts

• Landmarks and public spaces

• Natural features like hills, rivers, or coastlines

When towns expand too quickly or without coordination, they often lose this identity. Large-scale developments can erase local character, replacing it with uniform buildings and disconnected spaces.

Research shows that imageability is closely linked to attractiveness. Towns that maintain a strong visual and cultural identity tend to perform better socially and economically. They attract visitors, support local businesses, and foster civic pride.

Physical design elements that shape attractive towns

While beauty can feel subjective, there are clear physical elements that consistently contribute to attractive towns.

Building appearance and materials

The look and feel of buildings play a central role. Materials, façade design, and detailing all influence how a street is experienced. Traditional materials often create warmth and character, while poorly designed modern buildings can feel cold or disconnected.

Consistency also matters. A mix of styles can work, but it needs to feel intentional rather than chaotic.

Topography and landscape

Natural features add depth and uniqueness. Hills, waterfronts, and green spaces create visual interest and help define a town’s identity. Designing with the landscape, rather than against it, leads to more appealing environments.

Public realm and open spaces

Attractive towns provide spaces for people to gather, rest, and interact. Parks, squares, and pedestrian areas improve both aesthetics and usability. Well-designed seating, planting, and lighting can transform how these spaces are used.

Infrastructure and maintenance

Even the most beautiful design can fail if it is not maintained. Clean streets, functioning signage, and safe crossings all contribute to the overall experience. Poor maintenance quickly reduces attractiveness and comfort.

Comfort, safety, and usability: the foundations of attractiveness

Attractiveness is not only about visual appeal. It also depends on how comfortable and safe a place feels.

Comfort includes practical elements such as:

• Cleanliness

• Access to seating and shade

• Ease of movement

• Availability of transport

Safety is equally important. Good lighting, clear sightlines, and active public spaces all contribute to a sense of security. When people feel safe, they are more likely to spend time outdoors and engage with their surroundings.

Usability brings these elements together. A town must work well for everyday life. This includes access to shops, services, and public facilities. Areas with strong economic activity—such as markets, cafés, and cultural venues—tend to feel more vibrant and attractive.

Social interaction and community engagement

Attractive towns are social places. They encourage interaction and participation.

Design can support this by creating:

• Walkable streets

• Mixed-use developments

• Spaces for events and activities

Community involvement also plays a key role. When people feel ownership over their environment, they are more likely to care for it and contribute to its development.

This social dimension is often what turns a well-designed town into a truly loved one.

Adaptive reuse and circular urban design

One of the most effective ways to enhance attractiveness is to reuse existing buildings.

Vacant or underused structures represent wasted potential. They also reduce the vibrancy of surrounding areas. Adaptive reuse addresses this by transforming old buildings into new spaces, such as:

• Co-working hubs

• Arts and cultural centres

• Community facilities

This approach has several benefits. It preserves historical character, reduces environmental impact, and creates unique, engaging spaces.

Importantly, the value of adaptive reuse is not just environmental. It also delivers strong social outcomes. People are drawn to spaces that combine history, creativity, and community activity.

Balancing heritage and modern development

Many towns struggle to balance preservation with growth. Historic areas often have strong character, but they can face pressure from new development.

Successful towns manage this balance carefully. They retain key architectural features while allowing for modern additions. This might include maintaining traditional street layouts while introducing contemporary buildings that respect the existing context.

Poorly managed development can lead to fragmentation. New buildings may clash with historic surroundings, reducing overall attractiveness.

A thoughtful approach ensures that growth enhances, rather than undermines, a town’s identity.

Creating attractive towns through integrated planning

The most successful towns do not rely on a single approach. They combine multiple elements into a cohesive strategy.

This includes:

• Compact, walkable design

• Inclusive and accessible spaces

• Sustainable infrastructure

• Strong local identity

Urban beauty can act as a guiding principle that brings these elements together. It encourages planners to think holistically rather than in silos.

What if attractiveness is not the priority?

While the case for attractive towns is strong, it is worth considering an alternative view.

What if attractiveness is not the main driver of successful towns?

Some argue that economic function matters more than appearance. A town with strong job opportunities, efficient transport, and affordable housing may perform well even if it lacks visual appeal.

Others suggest that focusing too much on beauty can lead to exclusion. High-quality design can increase property values, making areas less accessible to lower-income residents.

There is also the challenge of subjectivity. What one person finds attractive, another may not. This makes it difficult to create a universal standard.

These arguments highlight the need for balance. Attractiveness should not come at the expense of affordability, inclusivity, or functionality. Instead, it should support these goals.

Planning attractive towns

Looking ahead, several trends are shaping how towns are designed.

Technology is enabling smarter planning, but it must be combined with human-centred design. Climate change is driving the need for greener, more resilient spaces. At the same time, people are placing greater value on quality of life.

This creates an opportunity to rethink how towns are built. Rather than focusing solely on growth, the emphasis is shifting toward creating places that people genuinely enjoy.

Attractive towns will play a key role in this transition.

Recommendations for creating attractive towns

Creating attractive towns is not about superficial design. It is about shaping environments that support wellbeing, identity, and economic vitality.

The evidence shows that beauty, when understood as a holistic concept, can enhance many aspects of urban life. It connects physical design with social experience and long-term sustainability.

Several key insights stand out. Towns need a strong sense of identity to remain memorable and distinctive. Physical elements such as building design, landscape, and public spaces play a central role. Comfort, safety, and usability are essential foundations. Social interaction and community engagement bring places to life. Adaptive reuse offers a powerful way to revitalise existing assets.

At the same time, it is important to remain realistic. Attractiveness must be balanced with affordability, inclusivity, and economic function. A successful town is not just beautiful—it works well for the people who live there.

For policymakers and planners, the recommendation is clear. Move beyond siloed approaches and adopt a more integrated model of urban development. Use beauty as a guiding principle, but ensure it supports broader goals.

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