This study investigates the role of visual design elements in enhancing the vitality of pedestrian streets, an issue of growing importance given rapid urban expansion and automobile dominance. Adopting a design-oriented approach grounded in design thinking, the research uses Chamran Pedestrian Street in Shiraz as a case study. A conceptual model derived from urban design literature was structured around four dimensions—physical, activity-functional, social, and environmental—encompassing twelve visual design indicators, including attractiveness, lighting, visual accessibility, urban furniture diversity, visual permeability, pedestrian space improvement, landmarks, color diversity, façade diversity, urban greenery, visual proportions, and reduction of visual clutter. Data were collected via a researcher-designed five-point Likert questionnaire from 384 regular users of the street, selected through convenience sampling, with sample size determined using Cochran's formula and reliability confirmed (Cronbach's alpha = 0.898). Given conceptual overlap between certain items and vitality, Pearson correlation analysis was employed. Results show positive, significant relationships between all visual design indicators and pedestrian street vitality, with symbolic meaning of designed elements, physical form of volumes and urban elements, pedestrian space enhancement, and artificial element design showing the strongest correlations. Importance–Performance Analysis (IPA) identified priority areas for intervention, informing practical strategies to improve visual quality and vitality in pedestrian streets.