Tag clouds algorithm with the inclusion of personality traits

Tag clouds have emerged as the latest technique in information visualization using text analysis methods in a variety of situations to interpret unstructured data types. Literature review emphasizes that information visualization development techniques should include the personality traits of humans to provide effective and meaningful information. However, in the field of tag clouds, no published studies have investigated the role of personality traits to guide the design of tag cloud visualization. Furthermore, the algorithm to generate tag cloud visualization based on personality traits has not been explored. Therefore, the main objective of this study is to develop an algorithm that can adapt visual features of tag cloud layout styles based on personality traits of the user. This study focuses on two visual features associated with personality traits, which are colors and shapes. To achieve the aim of this study, Design Science methodology was used through three main phases: problem identification, design of solution, and evaluation. The algorithm was developed based on three theories of personality traits, namely Myers-Briggs Type Indicator (MBTI), Shape, and Multiple Intelligence (MI). The algorithm was then tested through a black box testing. In addition, a prototype was developed to evaluate the proposed algorithm. Then, user satisfaction was conducted in order to evaluate this prototype using Q-SAFI instruments. Notable findings suggest that users are highly satisfied with colors and shapes of tag cloud as well as the overall tag cloud layout styles. The main contribution of this research is the tag cloud layout styles algorithm, which combines the concept of personality traits and characteristics of colors and shapes. This algorithm is beneficial for decision making using information visualization in which personality traits of the user are heavily inclined. Moreover, the tag cloud user’s satisfaction instrument, Q-SAFI, provides measurements for evaluating tag cloud visualization