1. A computer implemented process for customizing a display of a tag cloud, the computer implemented process comprising: displaying an interactive legend in conjunction with the display of the tag cloud, the interactive legend comprising a plurality of tag attributes, each tag attribute associated with a drop down menu comprising a plurality of display characteristics; responsive to a selection of a display characteristic from the drop down menu, mapping the display characteristic to a tag in the tag cloud, each display characteristic representing one of the plurality of tag attributes; modifying the tag cloud, wherein each tag is displayed in accordance with a display characteristic mapped to the tag by the interactive legend; and wherein the tag attributes are rearranged, added, or removed from the interactive legend.