Conceptual modeling as an important component of project activities has a high potential for expert evaluation of an object and a project in environmental design. However, the high system complexity of the environment as an object of design, the variability of the needs of the target audience, as well as the lack of rootedness of the modeling methodology in the general scientific methodology lead to its low efficiency. An analysis of value attitudes, the place and technology for including conceptual modeling in the design of the environment will make it possible to fully reveal the potential of the phenomenon under study, as well as to systematize its essential characteristics.