in the same direction (most wooden rulers require you to flip the ruler for different systems). The tape doesn't stretch noticeably when applied, and at 1 foot long, it's within a millimeter or two of my fabric tape measure. It works almost the same as masking tape in that you can "cut" the strips without tools. My only negative is that I think it would be better if it fed from the roll on the 0 side rather than the 12" side because if you only need 7" then pick the 7" and apply them to the project, then discard (or use) the rest later. It's just better workflow in my opinion.
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