Meaning in graphics work
Aspect ratio is the relationship between a graphic's width and height. It describes proportions independently of the units or overall physical size used.
It differs from scale, which changes size while preserving proportions. Forcing artwork into a different ratio can distort it unless cropping or additional space is deliberately chosen.
Example and practical consequence
A landscape campaign image adapted to a portrait display may require a new crop, extra background or a redesigned layout. Stretching the entire image can change faces, logos and product shapes.
Choose fit, fill, crop or redesign explicitly and review the result at the target dimensions. Record which content is removed or added rather than treating every resize as a harmless enlargement. A matching ratio still leaves resolution, bleed and equipment-fitting requirements to check separately.
Take it to the next job
- Approve the adaptation method and any crop before changing proportions.
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