I recently made a birthday cake for my niece (strawberry shortcake in my gallery) and I used a 9 x 13 pan. I filled it 2/3 way full with a doctored cake mix. I then made a second batch and did the same thing. Boy was my cake tall! Should I have only done this once and torted the thing to make 2 layers?
It's a really cute cake.
How high you want the cake depends on what you're doing. For a standard 2 layer cake it should be about 4" to give plenty of room for side decoarations. You can do a 1 layer cake 2" tall and torte or not if you want and I think most people do that with the sheet cakes. Part of it is going to depend on how many servings you need out of it.
Most "professional" cakes are two 2" layers filled (or not) and stacked on top of one another to create a 4" high cake (or tier). Sometimes they are one 3" high layer split and filled. The exception seems to be sheet cakes. I've seen them done the same as regular cakes, but I've also seen them as one 2" layer by itself and as one 2" layer split and filled. Like mbelgard said, it's really personal preference and how you're planning to decorate the cake.
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