See! Now, this is getting really confusing!

I often hear people in Europe who quote paper and film sizes say the width first, then the height. In other words, where I might say a photograph is 8x10, a person from across the pond might say 10x8.

When I'm talking about the frame of my Rolleiflex, should I call it a 6x6 or should I call it a 6x6?

Inquiring minds want to know!