Update: Demb Flip-it! has been redesigned. To see the differences from the model described below please refer to our comparison review: Demb Flip-it! (Demb Flash Diffuser) - new design vs. old design.
Demb Flip-it! flash reflector (best flash diffuser rating: 8.95) has gained significant respect among photographers of different levels. It's relatively inexpensive and very effective. Basically, it's just a bounce card with an adjustable angle. But the simplicity is the beauty of it. The design is very well implemented and thought through (from materials selection to considering majority of applications).
The reflecting surface is white matte. It not only redirects light but also diffuses it. Demb Flip-it! is made in three sizes, so you need to decide which one works best for you. It's also worth mentioning that Joe Demb offers zipped case that fits Flip-it! reflectors of any size.
Demb Flip-it! mounts on flash head with wrap-around soft-stretch velcro strap that is more secure and convenient than self-adhesive velcro.
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The hinge area also has a good padding to protect your flash from possible scratches. The padding also delivers a good grip. So, it's very unlikely that the diffuser will slide off when you least want it to happen.
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We were really glad to discover that the hinge tension can be adjusted to a photographer's preferences and needs. You, however, will need a hammer and a nail to change the tension. Just bang the hinge pin from fatter side to increase the tension or bang from the opposite side to reduce it. It's very convenient to have this possibility available since, over time, parts may loosen up, or you may need to shoot in a different type of environment (let's say, in very windy conditions).
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The Demb Flip-it! reflector can be attached to either wide or narrow side of flash head. There is some light spill in both cases but it's insignificant and doesn't hurt the shot or waste too much of batteries power.
Mounting Demb Flip-it! on a wider side of flash head is most useful when shooting outdoors. Though, you might want to use a flash bracket to switch from horizontal to vertical camera position.
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Mounting on a narrow side of the flash head allows you tilting the head when you take vertical shots (You able raise your light source above the lens level). Also, it is more convenient, in this configuration, to change the ratio between the bounced light and the light diffused by the panel. Thus, this setup is more suitable for indoor shooting.
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Overall, Demb Flip-it! reflector is a great gadget. It's well build and, most likely, will last for a long time. It's fairly easy to get used to Flip-it!. The most common use of this light modifier is to bounce off a surface and create fill light with the panel. Selecting different flash head angles and changing lighting ratio allow producing quite different lighting effects and give you the room for experimenting.
Here are some sample shots taken with the Demb Flip-it!:
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