I ordered a 28x28, thinking that the industry standard size of 26x26 was not going to have enough fill to give it that fully stuffed look. I want my Euro pillows to fill my shams like Marilyn Monroe in a dress.  Kind of spilling out but not quite.  I suppose I mistakenly thought the latter size would be like an ex boyfriend's weak calves in which his thighs are going to sue them for non support.  We all know that it is all for show anyway, well, except I do use my Euro shams, and these definitely come super stuffed which means great support for sitting up to read, but not so great for lying flat.