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100Module 11 of 15

2D Barcodes & GS1 Digital Link

GS1 Sunrise 2027 shift to 2D codes. Artwork integration, size requirements, and encoding product + marketing data.

7 minutes
barcodes
Next: Structural Packaging Basics
Lesson Video
2D Barcodes & GS1 Digital Link
Module Content

1) Executive Summary

Key insights (5–7)
  1. Sunrise 2027 is an industry milestone, not a law. It targets broad POS readiness to read 2D codes by end-2027; GS1 bodies provide migration toolkits and pilots. [1][2]
  2. One code can do both jobs. A single on-pack 2D symbol can carry POS data and link consumers to rich content via GS1 Digital Link. POS extracts GS1 identifiers offline; phones follow the URL online. [3][4][5]
  3. Artwork and size are non-negotiable. GS1 GenSpecs define module (X-dim) ranges, quiet zones, color/contrast, placement, and print quality (ISO/IEC 15415) for POS. [6][7][8]
  4. Coexistence is normal. Many packs will carry both linear EAN/UPC and a 2D symbol until retailers fully switch; follow GS1 adjacency/placement guidance to avoid mis-scans. [2][9]
  5. Encoding choices matter. For POS + supply chain use AIs: (01) GTIN, (10) lot, (17) expiry, (21) serial; for consumer, publish a GS1 Digital Link with appropriate linkType. [5][10][11]
  6. Regional rules affect content, not the carrier. EU battery and wine rules mandate QR-based access and dovetail with Digital Link. [12][13]
  7. Verification is mandatory. Verify 2D symbol quality to GS1 2D at POS requirements (ISO/IEC 15415 grading, aperture/lighting, GS1 verification process). [7][14]
Recommended actions (3–5)
  • Standardize on-pack 2D to GS1 QR Code with GS1 Digital Link (retail POS + phone) unless substrate/process favors GS1 DataMatrix (very small marks). [2][6]
  • Lock artwork rules: approved X-dim bands, quiet zones (QR 4×, DataMatrix 1×), color/contrast, coexistence placement, and ISO/IEC 15415 grade ≥ 1.5 (C). [6][7][9]
  • Build a Digital Link resolver (or use GS1/partner) and link governance (default gs1:pip, routing, versioning, analytics, privacy). [3][15]
  • Start dual‑mark pilots now (linear + 2D) with top retailers; publish AI data + Digital Link in PIM/pack specs. [1][2]
Risks & watch (12–24 months)
  • Retailer readiness and scanner firmware rollout cadence. [1][2]
  • Digital identity/privacy; consent and analytics for QR scans (GDPR/UK GDPR).
  • EU DPP/Battery QR operationalization and sector expansions. [12]

2) Definitions & Concepts

  • 2D barcode. Matrix code (QR, DataMatrix) with square modules.
  • GS1 QR / GS1 DataMatrix. GS1‑structured symbols carrying AIs and/or GS1 Digital Link. [6]
  • GS1 Digital Link (DL). Web‑URI syntax that encodes GS1 identifiers in a URL; phones follow the link, POS extracts AIs. [3][4]
  • Application Identifier (AI). Numeric prefixes defining data semantics (01 GTIN, 10 lot, 17 expiry, 21 serial). [11]
  • linkType. DL parameter describing resource type (e.g., gs1:pip, gs1:nutritionalInfo). [10][15]
  • X‑dimension (module size). Width/height of one module (mm).
  • Quiet zone. Unprinted border: QR 4×, DataMatrix 1×. [16][17]
  • ISO/IEC 15415. 2D print quality test spec. [8]
Concept map (bullet)
  • Sunrise 2027 → POS 2D readiness → artwork size/quality → GS1 DL → single code for POS + consumer → resolver + linkType governance → analytics/privacy/compliance.

3) Standards, Regulations, and Governance

Global GS1 core
  • GS1 General Specifications — placement, X‑dim, quiet zones, quality, verification references. [6][18]
  • 2D at POS Implementation Guideline — coexistence with linear, migration patterns. [2]
  • GS1 Digital Link Standard — URI Syntax (Rel. 1.6) and Resolver (Rel. 1.1). [3][15]
Per‑region snapshots
TopicUSEUUK
Sunrise 2027Industry milestone; GS1 US pilots/toolkits. [1]Not a law; sector QR mandates (batteries, wine). [12][13]Industry‑led adoption via GS1 UK guidance. [16][21]
POS SymbologiesGS1 QR or DataMatrix; linear coexists. [2]Same; sector mandates influence categories. [12][13]Same as US; retailer policy‑led. [16][21]

Upcoming: retailer scanner upgrades; DL 1.6 & Resolver 1.1 ecosystem maturity. [3][15][22]

4) Evidence Base & Benchmarks

Symbol selection & capability
  • GS1 QR vs GS1 DataMatrix: Both support POS & AIs; QR is better for consumer recognition/phones, DataMatrix excels on small marks. [2][6]
  • GS1 DotCode: Restricted GS1 use (e.g., high‑speed inkjet); not a general POS carrier. [23][24]
Size & quality (retail POS)
  • X‑dim target bands: ~0.40–0.50 mm with quiet zones; confirm with GenSpecs tables per substrate/print. [6][21]
  • Quiet zones: QR = 4× modules; DataMatrix = 1× module. [16][17]
  • Print quality: verify to ISO/IEC 15415; typical acceptance grade ≥ 1.5 (C). [7][8]

5) Design & Production Implications

Rules of thumb (with sources)
  • Pick GS1 QR + DL where consumer scan matters; DataMatrix for very small printable areas. [2][6]
  • Set X‑dim ≥ 0.40 mm for POS + smartphone parity; raise for textured stocks. [6]
  • Quiet zones: enforce QR 4×, DataMatrix 1×; reserve space in dieline. [16][17]
  • Color/contrast: dark on light; avoid low contrast; don’t reverse on metallics without underlay/testing. [21]
  • Placement: during coexistence, follow GS1 placement adjacency to linear; avoid corners/curves. [9][25]
  • Verification: require ISO/IEC 15415 verification at press sign‑off & incoming QC; store reports. [7]
Size calculations (example)
  • QR Version 3 (29×29 modules): width(mm) = (modules + 2×quiet zone modules) × X‑dim.
    • X‑dim 0.396 mm → (29 + 8) × 0.396 = 14.652 mm
    • X‑dim 0.495 mm → 37 × 0.495 = 18.315 mm
ChoiceCostCarbon/inkRecyclabilityPrintabilityRisk
GS1 QR on paper labelLowLow‑modNeutralExcellentLow if quiet zones kept
GS1 QR directly on flexo filmLowLowNeutralNeeds contrast careHalation/low contrast risk
GS1 DataMatrix micro on cartonLowLowNeutralGreat for small areaConsumer recognition lower
Manufacturability flags
  • Avoid gloss/varnish reducing contrast over the symbol; use spot‑matte windows if needed. [21]
  • Maintain flatness (no creases, tight radii) and protect quiet zones from graphics.
Supplier perspective

Converters expect exact X‑dim, process, target quality grade, substrate, ink set, and placement panel in RFQs; provide proof + ISO/IEC 15415 verification with the dieline.

6) Sustainability & Compliance Considerations

  • Digital Link ≠ mandatory: it enables one symbol for POS + consumer; some EU laws mandate QR access but not DL syntax. [12][13]
  • Label claims: Keep mandatory claims on‑pack where required; use DL for substantiation pages.
  • EPR & DPP (EU): Expect more categories; alignment with DL reduces re‑labeling friction. [12]
  • Privacy: Treat scan analytics as personal data; implement consent/retention per GDPR/UK GDPR.

7) Workflow & Tooling

Checklists (print‑ready & compliance)
  • Pre‑press: symbol type fixed; X‑dim set; quiet zone reserved; CMYK build approved; contrast test; placement per GS1; DL URI tested; sample verified (ISO/IEC 15415). [6][7][9]
  • Press sign‑off: verification pass grade ≥ 1.5; sample scans at retail scanner + smartphone; store report. [7]
  • Compliance: EU battery/wine QR resolve to mandated content; avoid marketing/tracking on regulated pages. [12][13]
Decision trees (examples)
  • Choose symbol: Need consumer scans → GS1 QR + DL; severe space limits → GS1 DataMatrix; niche high‑speed dot‑marking → GS1 DotCode per spec. [2][6][24]
  • Coexistence vs single symbol: Retailer requires linear → dual‑mark; else single 2D with DL and POS AIs. [2][9]
Calculator blueprints
  1. Symbol width (mm) = (module_count + 2×quiet_zone_modules) × X‑dim.
  2. Pixels @ DPI = width_mm × DPI / 25.4.
  3. Quiet zone check: QR = 4×; DataMatrix = 1×. [16][17]
Template specs (RFQ fields)
  • Symbology (GS1 QR/DataMatrix), X‑dim target & tolerance, quiet zone min, placement coordinates, ink build, finish around symbol, ISO/IEC 15415 grade target, verification method, sample acceptance, Digital Link URI pattern and default linkType.

8) Category‑Specific Guidance

Food & Beverage (incl. Wine). Use GS1 QR + DL to host nutrition/ingredients (keep required on‑pack items). EU wine QR now in force (Dec 2023). [13]
Batteries & Electronics. EU battery law: QR required from 18 Feb 2027; ensure durability and link to battery passport endpoints. [12]
Beauty/Personal Care. Route to gs1:safetyInfo, gs1:productSustainabilityInfo, gs1:ingredientsInfo; ensure claims substantiation/jurisdictional differences. [10]

9) Case Studies (public examples)

Carrefour private‑label wines
Adopted “QR codes powered by GS1” to deliver product info. Result: scalable e‑labels aligned with GS1. [26]
PUMA — Digital Link QR at POS
Vendor‑reported early move toward DL at POS/engagement; trends bellwether. Verify locally. [27][28]
GS1 US 2D pilots
Structured retailer/brand pilots to prove scanning + data flows prior to rollout; reference patterns for coexistence. [29]

10) Common Pitfalls & Red Flags

  1. Quiet zones encroached by textures or dieline creep. [16]
  2. Low contrast (kraft mid‑tones; reverse on foil without white underlay). [21]
  3. Using a marketing QR (random URL) instead of GS1 Digital Link, losing POS utility. [3][5]
  4. Over‑compressing X‑dim below POS tolerances to save space. [6]
  5. Missing/failed ISO/IEC 15415 verification at sign‑off. [7]
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