A method for positioning virtual objects displayed by a head-mounted display, comprising: receiving a set of person rankings for a plurality of persons; receiving a set of virtual object rankings for a plurality of virtual objects; determining (620, 720, 820, 920) a location of one or more faces of persons within a real-world scene; determining (630, 730, 830, 930) an identity of each person of the one or more persons associated with the one or more faces; selecting (640, 740, 840,940) one or more virtual objects from among the plurality of virtual objects for superimposition over the identified one or more faces wherein the received set of person rankings and object rankings are used to determine which virtual object is to be presented over the face of each person of the one or more persons wherein selecting comprises assigning the highest ranked virtual object according to the received set of virtual object rankings for superimposition over the face of the highest ranked person of the one or more identified persons according to the received set of person rankings and further comprising if more than one people are identified in the real world scene, assigning a virtual object to each of the more than one people, in accordance with their relative ranking in the set of person rankings and the ranking of the virtual object, displaying (650,750, 850,950), via the head-mounted display, the one or more virtual objects such that the one or more selected virtual objects are superimposed over the faces of the one or more persons present in the scene and determining the user's angle of view; comparing said angle of view with a threshold angle off the horizon; determining if the user is looking up or looking down based on the comparison; and in response to the determination, modifying the format in which the one or more virtual objects are displayed to the user. receiving a set of person rankings for a plurality of persons; receiving a set of virtual object rankings for a plurality of virtual objects; determining (620, 720, 820, 920) a location of one or more faces of persons within a real-world scene; determining (630, 730, 830, 930) an identity of each person of the one or more persons associated with the one or more faces; selecting (640, 740, 840,940) one or more virtual objects from among the plurality of virtual objects for superimposition over the identified one or more faces wherein the received set of person rankings and object rankings are used to determine which virtual object is to be presented over the face of each person of the one or more persons wherein selecting comprises assigning the highest ranked virtual object according to the received set of virtual object rankings for superimposition over the face of the highest ranked person of the one or more identified persons according to the received set of person rankings and further comprising if more than one people are identified in the real world scene, assigning a virtual object to each of the more than one people, in accordance with their relative ranking in the set of person rankings and the ranking of the virtual object, displaying (650,750, 850,950), via the head-mounted display, the one or more virtual objects such that the one or more selected virtual objects are superimposed over the faces of the one or more persons present in the scene and determining the user's angle of view; comparing said angle of view with a threshold angle off the horizon; determining if the user is looking up or looking down based on the comparison; and in response to the determination, modifying the format in which the one or more virtual objects are displayed to the user.