boustrophedon

Designed to remedy brain fatigue, Scott H. Perky (son of Henry Perky of shredded wheat fame) created and patented a bi-directional typeface that would eliminate effort required for a mental carriage-return and allow readers to carry on slaloming through a block of text. Though not without historical precedence “as in the manner of the ox that turns while ploughing” and antecedents, the younger Perky’s idea failed to gain traction at the time.