A method of storing and displaying photos on a digital photo frame is provided. The digital photo frame has a photo-sized display screen rotatably mounted on a support such that the display screen is configurable in landscape-viewing or portrait-viewing orientations by rotation of the screen. The method comprises the steps of: (i) storing photo image files tagged as either landscape orientation or portrait orientation in an internal memory of the digital photo frame; (ii) receiving an instruction to display photos stored in the internal memory; (iii) determining an orientation of the display screen; (iv) retrieving only photo image files from the internal memory that are tagged with an orientation corresponding to the orientation of the display screen; and (v) displaying the retrieved photo image files as photos on the display screen.