An element is initially displayed on an interactive touch-screen display device with an initial orientation relative to the interactive touch-screen display device. One or more images of a user of the interactive touch-screen display device are captured. The user is determined to be interacting with the element displayed on the interactive touch-screen display device. In addition, an orientation of the user relative to the interactive touch-screen display device is determined based on at least one captured image of the user of the interactive touch-screen display device. Thereafter, in response to determining that the user is interacting with the displayed element, the initial orientation of the displayed element relative to the interactive touch-screen display device is automatically adjusted based on the determined orientation of the user relative to the interactive touch-screen display device.