An ergonomic tape measure having a side which has a protruding surface that fills at least a part of the gripping cavity of an operator's hand and provides a comfortable and secure feeling grip when holding the tape measure. The tape measure can have a grip swell surface which fills part or all of the gripping cavity of an operator's hand. The tape measure can have a grip swell side center region which protrudes from a grip swell plane and into the gripping cavity of an operator's hand.