Abstract: A user accessing a Web site can select the format in which information is presented. The information, instead of being stored in a static HTML document, is dynamically formatted for each user in accordance with that user's personality traits. The information to be displayed is stored in a database server. Client computers running Web browsers do not access that database server directly. Instead, they access it through an application server running server software for dynamic Web pages and also software which implements the business models needed to format the information for each user's personality traits. Those business models and the identity of the browser which each client user is running are used to format the information in from the database server as required. When the user accesses the home page on the application server, the user is presented with a list of links corresponding to personality traits so that the user can view the information as desired.