The invention relates to a direct printing device for applying a circumferential print onto containers with at least one container seam, comprising a printhead which is configured to print directly onto a container, a detection device which is adapted such that at least one predetermined feature of the container is detected, a computing device which is configured to determine whether and possibly how the container is to be oriented in order to be moved from an actual container orientation to a predetermined target container orientation, and an orientation device which is configured to orient the container to the target container orientation on the basis of the determination by the computing device. The target container orientation is predetermined such that the container seam is oriented relative to the printhead such that a print seam, which is produced during the application of a circumferential print, substantially coincides with the container seam.