Understanding the concept of area requires an understanding of the relationship between geometry and multiplication. The multiplicative reasoning required to find the areas of regular figures is used in many courses in elementary mathematical education. This paper explores various methods in which multiplicative reasoning is incorporated into the measurement of area. The main goal is to provide tasks that encourage the application of multiplicative reasoning when students are asked to measure the areas of geometric figures. Student performance is analyzed in two pilot studies of the relationship between geometric measurement and multiplicative reasoning.