Ino is constantly thinking about boys and hopes that dieting to lose weight will make her more attractive to them. Ino can also be very confident, kind, and outspoken, not afraid to speak her mind, and sometimes suggests that Chōji should lose weight. She is attracted to Sasuke and she cried when Sasuke was declared an international criminal, showing that she still cares for him despite his descent into darkness. She is described as relatively cheerful.
In The Fourth Shinobi War, Ino has become more fiercely bold and confident, heading towards Darui's forces without a flinch even after being told by Shikamaru how powerful the Gold and Silver brothers were, Ino was completely unfazed by what he said and even told her team-mates to man-up when they started to waver. Keeping to the promise she made to Asuma, Ino has resolved to put her life on the line to protect her team-mates no matter what.
In terms of attire, Ino is more often seen wearing purple, and more revealing, clothing, seemingly to show off her figure. During Part I, she wore a short purple vest like blouse with a raised collar, a skirt that was cut off on the sides and bandage on her stomach and legs. She also wore purple and white elbow warmers with this, and her headband around her waist as a belt. During the anime filler, she stopped wearing the elbow warmers. At the Chūnin Exams finals, Ino sported an orange t-shirt that had the stylised kanji for the word "boar" (inoshishi, 猪) inside a light green circle on the upper-left side of the chest, brown shorts, and cream-colored elbow guards.
In Part II, Ino also removes the bandages around her waist allowing her stomach to be seen and replaces the warmers on her elbows with fishnet and also wears fishnet over her knees. She wears a short, purple, sleeveless blouse, an open purple apron-skirt over a shorter, black skirt, with short fishnet shorts underneath. However she is no longer seen wearing her headband. She also wears a red clip in her hair. She carries a chūnin's tantō, which she wears above her medical pouch, but has never been seen using it. Apart from that, she also wears simple silver stud earrings like Chōji and Shikamaru. These were given to them by Asuma after they passed the Chūnin Exams as a long-standing tradition.
During the Fourth Shinobi World War, she wears the standard uniform of the Alliance and a Konohagakure flak jacket.