This article studies the problem of creation, developing and rendering the image of the city. In this case the image of the city is studied as an element and reason of urban cultural processes. The scientifi c fi xing of dynamic components of the image became available after the emergence of technologies of analysis like big data. Special methods are promoting transformation from qualitative data to quantitative data. Visualization of dynamic model of perception is becoming an effective tool for monitoring, prediction of changes, formation and adjustment of cultural processes.