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Social media play a significant role in our lives today; in my research I investigate them from the aspect of self-presentation. The research provides a brief overview on the relevant studies as well as a description of the personal project. In the project part, a sample of 20 peoples was examined by the data available on their digital profiles. All the acquired information was divided into the two groups — visuals and text. The visual group, which consisted of the avatars collected across different channels, was analysed by colours. The colour analysis was chosen due to the idea that “offline” colour preferences are projected on “online” personalities, and the selection of avatars falls under the influence of this process. The text group was exposed to the semantic analysis, which highlighted the most frequently covered topics. The gained information is intended to be presented in a clear way and serve as the basis of a recommendation system. This system operates within “user-based filtration” methods and allows to 1) see what are the most popular topics between the people with the similar colour combinations; 2) what recommendation can be made depending on the textual information. This research as well as its further development is supposed to contribute to revealing the role colours play in the determination of identity characteristics.