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The orientation of your book is determined by the orientation of your photos. This allows you to run the images at full frame without cropping and insures that the white space around your photos remains as even as possible and forms a comfortable framing rectangle for your images. If most of your images are landscape, then choose a landscape format book. If most are portrait, then choose a portrait orientation. If your images are square format, or if you have an equal number of landscape and portrait shots, then choose a square format book.
In terms of size, consider the following. How will your book be used? Is it intended to be a coffee table book? If yes, then go bigger. Does it need to be portable? If yes, then go smaller. Perhaps most importantly, what is the subject? Sweeping vistas of national parks lend themselves to a large format. Whereas, intimate portraits of mother and baby might be better suited to a smaller size. As always, there are practical consideratoins.
Not least of which is your budget. Bigger books cost more. Both at their base price and for each additional page. Then there is the question of resolution. If the images were captured on a low megapixel camera, or a camera phone, then there probably won't be enough image data for high quality printing at large sizes. Rather then stretch the images beyond their optimum print size choose the smallest size of book.
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