Abstract: Apparatus for electronically measuring the size of a foot for determining a properly fitted specific shoe size. A light source is arranged to cause an outline of a foot to be delineated upon a translucent panel. Light energy is directed from the panel through photo optic means to an electronic device containing means for inherently discriminating impulses of energy into a distinct white/black status to produce an electronic duplicate of the foot outline. The electronic image of the foot is processed within the apparatus to determine an accurately fitted size of shoe for the measured foot. Video display means is provided so that a customer may view the process of measurement of the shoe size and be informed of the precisely determined size of shoe to fit the customer's measured foot. Specific hardware is provided in the form of schematic diagrams for defining the operation of the invention.