An augmented reality viewer comprising: a display that permits a user to see real world objects; a data channel to hold content; a user orientation determination module to determine a user orientation vector (66, 102, 118, 122), being a unit vector indicative of a first user orientation of a user relative to a first display area and to determine a second user orientation of the user relative to the first display area; a projector connected to the data channel to display the content through the display to the user within confines of the first display area while the user views the real-world objects; a content vector calculator to calculate a content orientation vector (114, 188, 200, 202), being a unit vector relative to a near edge of the content; and a content orientation selection module connected to the user orientation determination module and the content vector calculator to display the content in a first content orientation relative to the first display area so that the near edge of the content is close to the user when the user is in the first user orientation, and display the content in a second content orientation relative to the first display area so that the near edge is rotated closer to the user when the user is in the second user orientation, characterised in that the content orientation selection module determines four dot products, respectively (i) of the user orientation vector (66, 102, 118, 122) and the content orientation vector (114, 188, 200, 202), (ii) of a vector 90 degrees to the left of the user orientation vector (66, 102, 118, 122) and the content orientation vector (114, 188, 200, 202), (iii) of a vector 180 degrees from the user orientation vector (66, 102, 118, 122) and the content orientation vector (114, 188, 200, 202), (iv) of a vector 90 degrees to the right of the user orientation vector (66, 102, 118, 122) and the content orientation vector (114, 188, 200, 202), and the content is rotated relative to the first display area from the first content orientation to a select orientation corresponding to a select one of the dot products that is the most positive. a display that permits a user to see real world objects; a data channel to hold content; a user orientation determination module to determine a user orientation vector (66, 102, 118, 122), being a unit vector indicative of a first user orientation of a user relative to a first display area and to determine a second user orientation of the user relative to the first display area; a projector connected to the data channel to display the content through the display to the user within confines of the first display area while the user views the real-world objects; a content vector calculator to calculate a content orientation vector (114, 188, 200, 202), being a unit vector relative to a near edge of the content; and a content orientation selection module connected to the user orientation determination module and the content vector calculator to display the content in a first content orientation relative to the first display area so that the near edge of the content is close to the user when the user is in the first user orientation, and display the content in a second content orientation relative to the first display area so that the near edge is rotated closer to the user when the user is in the second user orientation, characterised in that the content orientation selection module determines four dot products, respectively (i) of the user orientation vector (66, 102, 118, 122) and the content orientation vector (114, 188, 200, 202), (ii) of a vector 90 degrees to the left of the user orientation vector (66, 102, 118, 122) and the content orientation vector (114, 188, 200, 202), (iii) of a vector 180 degrees from the user orientation vector (66, 102, 118, 122) and the content orientation vector (114, 188, 200, 202), (iv) of a vector 90 degrees to the right of the user orientation vector (66, 102, 118, 122) and the content orientation vector (114, 188, 200, 202), and the content is rotated relative to the first display area from the first content orientation to a select orientation corresponding to a select one of the dot products that is the most positive.