Glossary A–ZLetter A
Aspect ratio
The aspect ratio is the ratio of width to height of an image or screen, for example 16:9 in landscape or 9:16 in portrait.
It says nothing about size or number of pixels, only about shape.
Most digital signage screens are 16:9, or 9:16 when rotated. There are also square formats, stretched bands and video walls whose total area gives a ratio of its own. A zone on the screen also has its own aspect ratio, which can differ from that of the whole screen.
If content does not match the aspect ratio, borders appear, parts of the picture are cut off or figures are distorted. The content's aspect ratio should therefore match that of the screen or zone. Operators should request or design content in the right format from the start rather than stretching it afterwards. Important text and logos do not belong at the edge, in case part of the picture is cut off after all.