Modeling　of　the　functional　activity　remains　an　important　tool　in　the　sustainable　rural　development.　The　presented　method　provides　for　the　preparation　of　rural　development　plans　on　the　ground　of　the　identified　residents’　preferences　regarding　the　issue　of　locating　crucial　functional　elements　within　the　spacial　structure　of　the　rural　area.　The　article　presents　the　results　of　a　research　into　the　significance　of　users　preferences　in　architecture　and　land　use　planning　of　rural　areas.　The　article　presents　the　concept　of　rural　architectural　identity,　discusses　key　features　of　architectural　forms　which　form　the　rural　land　use.　It　presents　the　results　of　a　identity　awareness　measurement　and　a　model　of　the　identity　which　was　prepared　on　this　basis.　It　includes　the　result　of　a　field　query　related　to　the　assessment　of　the　strength　of　an　architectural　identity　presented　by　existing　development　in　selected　rural　areas　in　Wielkopolska　Region　(Poland).　©　2020,　Springer　Nature　Switzerland　AG.