I voted 11X12 because I've used it in mini fridges with good success and use it in my large incubators, but I do have friends that use 3 and 4 inch flexwatt in small incs and have no issues.
11x12 inch puts heat out over a larger area, just make sure to get a fan set up so you can circulate air and some water bottles to help stabilize temperatures.
I use a rheostat on my fans, it helps to fine tune the temps so that they are even from top to bottom.