From Print to Shelf: Reliable, GS1-Compliant 2D Code Printing on Labels and Packaging
The retail rollout of packaging and labels featuring 2D codes powered by GS1 is underway, with demand set to surge as adoption accelerates. Unlike the static promotional QR codes of the past, these new variable codes are multi-functional data carriers and must work reliably to protect retailer confidence and consumer trust.
Understanding the key factors influencing scan times and reliability is becoming essential for converters, including the selection of appropriate printing and verification equipment. Here’s how converters can prepare to meet increasing customer demand for packaging with verified, compliant 2D Codes.
1) Choosing the right 2D code printing equipment for packaging applications
The equipment and workflows converters need to put in place to ensure the efficient production of 2D Codes often depend on the brand’s choice of static or variable QR codes and the required volumes, as technology must be able to meet demand efficiently.
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Printing equipment for static 2D codes
A 2D Code replacing a GS1 EAN-13 barcode at the point of sale is standardised and provided by the brand as part of the artwork. Like their barcode equivalents, these static codes can be printed in bulk using analogue or digital processes, provided the required resolution and quality standards are met.
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Printing equipment for variable and serialised 2D codes
Variable and serialised 2D codes introduce additional complexity for converters but unlock higher value for brands. To produce variable 2D codes at scale, a digital printing workflow with variable data capability is required. This can be implemented via a digital label press or corrugated press printing both artwork and the variable codes, a monochrome inkjet printer overprinting codes as part of a hybrid line, or offline late-stage customisation of pre-printed labels and packaging.
Many modern workflows have the capability to generate variable 2D codes, but brands may require converters to license a third-party API to link the codes to a database supporting digital product passports with the required consumer, retail, and supply chain information. Integrating third-party APIs involves working closely with both the API provider and the press workflow vendor to configure secure connections and data transfer protocols, enabling automatic assignment of unique codes.
Serialisation may also require just-in-time data alignment between customer manufacturing and label production to avoid scrap or recalls, as well as the setup of processes to manage rejects.
2) Avoiding QR code scanning issues: common print-quality challenges
Print quality plays a decisive role in whether a GS1 QR or DataMatrix code can be scanned in real-world environments. Codes must be placed on packaging according to GS1 guidelines, with business processes and quality control systems in place to ensure final codes can be scanned in real world environments. Contrast, clarity, durability, and finishing can all impact code performance at the point of sale.
2D codes consist of a grid of modules, which can be distorted by dot gain and ink spread on the substrate in flexo and digital inkjet processes. Printer variability and web-tracking deviations can also impact code placement accuracy and uniformity, especially in hybrid printing lines. These factors impact the grading of the code that GS1 demands for certain use cases, where lower code clarity and contrast may cause scanning issues.
Poor ink adhesion, drying, and curing can reduce code durability, rendering codes unscannable if finder patterns – square markers that help scanners locate the code – are damaged. Knowing the product and its lifespan helps converters choose substrates and inks that will deliver 2D codes that resist abrasion, cold, moisture, and fading, lowering the risk of degradation and failure.
The size and on-pack positioning of the code, as well as the colour and finish of the substrate, can affect 2D code readability. Glossy or reflective substrates can cause glare, while coloured backgrounds can reduce contrast, preventing proper code reading. Selecting the right substrates and coatings for the scan environment can help avoid these problems, with an inline verifier able to confirm scanability.
Brands and retailers cannot risk finding 2D code defects after products reach shelves, causing QR code scanning issues, especially where contractual penalties for non-compliance exist. Eliminating defects is essential, so it is important to choose the best printing and verification technology to ensure customer satisfaction.
3) Verifying QR code print quality effectively
Effective verification is key to addressing challenges in QR code readability. Many converters already use vision systems on their label or packaging printing lines to monitor print quality, or basic scanners that can detect and read codes and confirm if they will work on a specific device.
However, point-of-sale, supply-chain, and consumer scanning environments vary widely in terms of lighting, capture distance, and speed, and more sophisticated technology is required to ensure scanability across the board. Verifiers are able to grade code quality, identifying substandard codes that may cause reading issues on older scanning equipment, and ensuring that the codes can be reliably read across scanning technologies. Some vision systems also hold or can be upgraded with code verification capabilities.
When considering a new vision system or an upgrade to existing camera technology, converters should evaluate compatibility with existing printing equipment and workflows, software support for verification standards, integration support from equipment vendors, and the system’s ease of use and any potential training needs. By taking these factors into account, converters can plan effective deployment and maximise their return on investment.
4) Ensuring compliance with print quality standards
Unlike unregulated campaign QR codes, GS1 QR and DataMatrix codes are expected to meet a minimum print grade of 1.5 per ISO/IEC 15415:2024, the international standard for assessing the accuracy and readability of printed 2D codes, to maintain high read rates at the retail checkout. Converters can demonstrate compliance via quality logs, verification reports, and samples to support audits and regulatory requirements, building trust and reassuring brands.
Furthermore, converters should work closely with brands to define the parameters and contractual responsibilities for their 2D code application. This could include clarifying code generation responsibilities, assigning liability for duplicates or failures, and specifying audit and verification protocols. Open, ongoing communication aligns converters with brand requirements and helps anticipate challenges.
Why communication is key
Converters looking to provide a high-quality, reliable printing service for GS1-compliant labels and packaging should talk to brands about their applications and future plans. Asking the right questions at the beginning of a project can prevent issues down the line, protecting the converters’ business and helping them to prepare and invest in the technology needed.
Converters should act now by partnering with a digital printing supplier that is an expert in advanced variable data printing and at the forefront of emerging packaging regulations, positioning themselves as a strong partner and trusted advisor to their brand customers.