Square is a reassuring word. If you think of the connotations attached to it like 'old-fashioned' 'all square' 'three square meals' The dimensions are equal on all sides and this means that images in the square format are balanced and exude calm. There are no conflicts to resolve. Square images lend themselves to subjects like lone trees, lighthouses and buildings. It is no accident that for many years the choice of professional photographers was the twin-lens Rolleiflex which delivered images in 6cm square format. Another benefit of the square format is that, square prints look good together whether in a line, 2x2, 2x3, 3x3 and so on.