A method, computer program product, and system are provided for orienting content on a display. The method may include identifying one or more features of a user in a captured image. A user orientation axis is determined in the captured image. A content orientation axis corresponding to an orientation direction of a screen content is defined. A determination is made as to whether the content orientation axis and the user orientation axis are parallel or perpendicular. The orientation direction of the screen content is changed to be substantially along the user orientation axis based on the determination of whether the content orientation axis and the user orientation axis are parallel or perpendicular. The screen content is then displayed.