1. A method of formatting content for presentation on a display of a computing device, the method comprising: generating personality attributes for a user of a computing device for use in formatting the content for presentation to the user, the personality attributes being associated with a user identifier (ID) of the user, the generation of the personality attributes comprising: receiving personality testing information associated with the user ID, the personality testing information including a personality test ID and results of the personality test; retrieving mapping information for mapping the results of the personality test identified by the personality test ID to normalized personality attributes; mapping the results of the personality test to the normalized personality attributes using the retrieved mapping; receiving one or more formatting preferences selected by the user; modifying the normalized personality attributes based on the one or more formatting preferences to generate the personality attributes associated with the user ID of the user; and storing the personality attributes in a non-transitory memory; receiving at the computing device a request to present content associated with the user ID; retrieving, from the non-transitory memory, the personality attributes associated with the user ID defining personality characteristics of the user associated with the user ID; retrieving a template based on the retrieved personality attributes, the template defining content presentation parameters in respect of the personality attributes; formatting content associated with the request using the parameters of the retrieved template; and presenting the formatted content on the display of the computing device associated with the user ID.