Which words do the choleric, the sanguine, the phlegmatic and the melancholic use? How does the way we speak depend on temperament? Which advertising slogans should you use for an audience whose attitude (introversion or extraversion) you know? The DataFuel team has built a map of word use in search queries.
The phlegmatic is an introvert in the Passive life position, wholly absorbed in themselves and in their own thinking. This temperament all but excludes itself from contact with other people and from interaction. Always thinking about something, a thing in itself. Inconspicuous, quiet, unemotional. And there is a strength and a charm in that.
The sanguine is an extravert in the Active life position. The ancient Greek Hippocrates grouped under this type people in whom blood predominated (sanguis, “blood”), which makes a person lively and cheerful. There is nothing brighter, more flamboyant or more clamorous than people with this temperament. They need attention — and they go after it actively.
The choleric is an introvert in the Active life position. That is, a person who knows everything about themselves and, through that knowledge, shapes the world around them in a dominant way. The word “choleric” itself is a pop label — a very well-known one, and 3,000 years old by now. But what stands behind it?
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