Electronegativity is a measure of the tendency of an atom to attract an electron to its valence shell. The noble gases have octets in their valence shells and are pretty happy as a result, and have very low electronegativities (Kr and Xe are unexpected exceptions).
The tendency to attract an extra electron roughly :
(i) increases with the number of protons in the nucleus (even though there is a repulsion from as many electrons, the attraction is known to be slightly more dominant, as explained before)
(ii) decreases with the mean radius of the valence shell. The smaller the valence shell, the stronger the attraction from the nucleus.
As you go across a period, you are increasing the atomic number while decreasing the radius. Both effects help to increase the electronegativity (EN). So, in general, the EN increases across a period.
As you go down a group, you are increasing the number of protons, but also increasing the size of the atom. These two effects want to counter each other. However, since the electrostatic force is proportional to the square of the radius but only the first power of the nuclear charge (recall Coulomb's Law), the effect of the radius dominates. As a result, EN decreases down a group.
So, from the above trends higher ENs will be found at the top of a group and the far right of a period (do not include He, Ne, Ar). So, it's not hard to see why F is the most EN element and Fr is the least (barring the above 3 exceptions).
Look at the trends displayed at the top of
this page. I like the "Ball Chart" display mode for that graphic.
A similar graphic can be found for the
atomic radii .