GS1 Sunrise 2027: A 2D Barcode Readiness Checklist for Packaging Teams

You can put a QR code on a packaging design, scan it with your phone and assume everything is working fine. But will it scan just as easily at a retail checkout?

That's something brands need to think about as retailers prepare for GS1 Sunrise 2027. Adding a 2D barcode to packaging isn't simply about placing a QR code on the artwork. The code needs to meet specific requirements for size, placement, color, and print quality.

And these checks involve more than just the designer. The product data needs to be right, the barcode needs to fit the packaging, and the final printed version needs to work as expected.

So, what exactly should packaging and artwork teams be looking for? Let's break it down.

What is GS1 Sunrise 2027?

You've probably heard about the move towards 2D barcodes. GS1 Sunrise 2027 is the industry's effort to get retail checkouts ready to read both traditional linear barcodes and 2D barcodes by the end of 2027. The aim is to let retailers capture a product's GTIN (Global Trade Item Number) from either type of barcode.

But does this mean brands need to replace every existing barcode with a QR code by 2027? Not quite.

The transition is not an immediate replacement of linear barcodes. If you add a 2D barcode, it needs to sit alongside the existing linear barcode, not replace it.

There's also a 90% threshold to consider. GS1's guideline says that linear barcodes will continue to be needed until 90% of checkout scanning solutions can read GS1-compliant 2D barcodes and capture at least the GTIN. GS1 hasn't specified when this threshold will be reached.

Not every checkout is ready to process 2D barcodes yet, either. So, before making changes to your packaging, check what your retail partners currently accept. Some packaging formats may not even have enough space for both barcodes. GS1 says these packs may need to wait until the linear barcode is no longer required.

So, for now, brands need to start preparing, but there's no need to rush into redesigning every pack without first understanding the requirements.

Which 2D barcode should you use?

This is probably one of the first decisions your packaging team will need to make.

GS1 allows three 2D barcode types for retail checkout. While they may look similar at first glance, they differ in how they store information, how consumers can scan them and how much space they need.

Here's a quick comparison.

Two of these options use something called GS1 Digital Link. In simple terms, it puts the product's GTIN into a web address.

For example:

https://Yumchips.com/01/09526064055028

The number after /01/ is the 14-digit GTIN. This allows the code to serve a purpose at checkout while also connecting consumers to product information.

So, which one should you choose?

It depends on a few things:

• How will it be used? Is the barcode meant only for checkout, or do you also want consumers to scan it using their phones?
• What information does it need to carry? A GTIN, batch number, expiry date or other attributes can affect the amount of data encoded.
• What do your retail partners accept? Not every checkout system is ready to process every 2D barcode type. Confirm this before finalizing the choice.
• How much space do you have? Remember, the linear barcode still needs to stay on the pack during the transition.

One more detail worth discussing with your web team: GS1 advises that a Digital Link address should redirect to product information rather than point directly to a specific webpage. Product information and website pages may change at different times, so the address should continue to identify the product even when the webpage changes.

How big should the 2D barcode be?

A 2D barcode is made up of small squares. The width of one individual square is called the X-dimension. The clear space around the barcode is known as the quiet zone. This space needs to remain free of printing or other elements.

GS1 specifies the following dimensions for items scanned at general retail POS and not in general distribution:

One thing to keep in mind: The dimensions above apply to barcodes scanned at retail checkouts. If the packaging also needs to be scanned at warehouses or distribution centers, different size requirements apply. In that case, the minimum X-dimension is 0.743 mm, with a target of 0.990 mm.

So, check where the barcode needs to be scanned before finalizing its size.

Why can't you simply resize the barcode to fit the available space?

A barcode's size depends on how much information it carries. The more information it needs to store, the more space it may require.

This is particularly important when using GS1 Digital Link. A change to the final web address can affect the barcode's size, which may mean generating it again and adjusting its placement in the artwork.

That's why it's better to confirm the final barcode information before adding it to the artwork. GS1's retail 2D barcode size estimator can help teams plan the space required.

Where should you place the barcode on the pack?

Getting the size right is only half the job. Where you place the barcode matters just as much.

GS1 recommends starting with the lower-right area on the back of the pack. But there are a few more things to check before approving the placement.

1. Keep it close to the linear barcode.

The entire 2D symbol, including its quiet zone, should be within a 50 mm radius of the centre of the linear barcode. This is a recommendation based on GS1's checkout-speed testing. Larger codes on bigger packs may need more space, but the gap should be kept as small as possible.

2. Don't place it too close to the edge.

GS1 recommends keeping the barcode between 8 and 100 mm from the nearest packaging edge, where possible.

Why? Cashiers often hold packs by their edges. If the barcode is placed too close to an edge, it can make scanning more difficult.

3. Watch out for folds, seams and curves.

This is particularly important when working with cartons, flexible packaging and other irregular surfaces.

GS1 says barcodes and their quiet zones should be kept away from seams, folds, flaps, perforations, die-cuts, ridges, tight curves and rough textures. They should not be placed underneath a flap either. GS1 also states that barcode placement on the neck of a bottle is not allowed.

A linear barcode needs a scan line across it. A 2D barcode needs the entire symbol to be captured. So, if a fold or curve affects even one corner, it can cause scanning problems. This is why it's important to check barcode placement against the dieline, rather than looking at the artwork alone.

4. Check the other codes already on the pack.

A packaging design may already have campaign QR codes, loyalty codes or production-control codes. These need to be considered when adding a checkout barcode.

GS1 recommends keeping consumer-engagement codes away from the checkout barcode because both could be captured together, potentially causing an unintended transaction. Production-control codes should be obscured.

There are also rules for multiple product identifiers. A pack must not carry two different GTINs. On multipacks and over-wraps, inner barcodes must be fully hidden.

5. Don't forget the number below the barcode.

If a 2D barcode is placed next to a linear barcode that already displays its number, it doesn't need a separate number underneath.

If the two barcodes cannot be placed next to each other, GS1 says the number should accompany both. If the 2D barcode is the only barcode for the product, it must display (01) followed by the 14-digit GTIN.

These may seem like small details, but they're exactly the kind of things that can get missed when barcode placement is checked only at the final stage.

Why can a barcode scan on your phone but fail at checkout?

Phone cameras and retail barcode scanners use different scanning methods. Unlike phone cameras, retail scanners use red light (660 nm) and read barcodes through a much smaller aperture (0.30 mm).

This matters when choosing barcode colors. Under red light, red and white surfaces can reflect similar amounts of light, making red squares difficult for retail scanners to distinguish.

So, what should designers keep in mind?

• Choose colors carefully. Black squares on a white background are the safest option. Dark blue, dark green and dark brown on a light background can also work. Avoid red for the dark squares, and avoid unsuitable red, yellow or orange backgrounds.
• Maintain sufficient contrast. GS1's Color & Quality Guide recommends at least 30% contrast, with around 50% for better reliability.
• Be careful with packaging materials. Avoid direct printing on shiny or metallized surfaces. For transparent film, use a matte, opaque white patch beneath a black barcode.
• Avoid modifying the barcode. Adding logos, changing the shape or using decorative colors may affect how easily it scans. It's best to use the barcode as generated. If you customize it, make sure it is properly verified before printing.

How do you know the barcode is ready for printing?

Selecting the right barcode, confirming its data and checking its placement are important. But before sending the artwork for printing, there are four checks to complete.

1. Artwork validation

Check the barcode in the artwork file. Is it the correct symbol? Does it contain the right information? Are its dimensions within the applicable range, and is the quiet zone clear? Decode the file and check its dimensions rather than relying on how it looks on screen.

2. Placement validation

Check the barcode against the packaging dieline. Make sure it follows GS1's placement guidance and is clear of folds, seams and other packaging elements.

3. Printed barcode verification

The barcode must also be checked on a printed proof using the actual substrate and printing process. GS1's minimum quality grade for retail 2D barcodes is 1.5/12/660.

Here's what that means:

• 1.5: Minimum overall quality grade on a scale of 0.0 to 4.0.
• 12: Measuring aperture of 0.30 mm.
• 660: Light wavelength in nanometers.

The verifier checks print-quality factors such as contrast, modulation, symbol uniformity, damage to fixed patterns and print growth.

GS1 highly recommends verification. A PDF alone cannot establish how the barcode will perform once printed.

4. Data and link testing

Finally, check that the printed barcode decodes to the approved product information. If it contains a Digital Link address, open it to confirm that the link works correctly.

This is an additional recommended check, but an important one. A barcode that prints correctly can still cause problems if it carries incorrect product information.

How ManageArtworks checks barcodes during approval

A barcode gets touched at three points: when the artwork is created, when each revision comes back, and when the printed proof arrives. Each point can introduce a different error, so each needs its own check.

On the artwork file. Barcode Analysis in Proofing & Compare inspects 1D and 2D barcodes and verifies their accuracy against international standards. This is the artwork validation check, done on the file before it goes anywhere.

On every revision. Image comparison highlights differences in barcodes between artwork versions. A barcode that moved or changed in a late edit shows up in the comparison, so catching it doesn’t depend on a reviewer noticing.

On the printed proof. Proofing & Compare measures and grades the quality of a printed barcode to ISO/IEC standards. Print Inspection verifies barcodes, text, graphics and braille on the printed proof against regulatory and brand standards.

All three checks run in the platform where the artwork is reviewed and approved, so barcode verification is part of the review itself and not a separate step.

A checklist for your next artwork approval

Use this checklist during artwork approval and when reviewing the printed proof.

Getting your packaging ready for Sunrise 2027

Getting one barcode right is one thing. Making sure the same checks happen across hundreds of SKUs is a different challenge.

Different products, packaging formats, barcode data and teams can make the process difficult to manage. A change to one barcode address could even mean revisiting multiple artworks. That's why it's important to have a clear process for managing barcode-related changes, reviews and approvals.

An artwork management workflow can help teams coordinate reviews, manage artwork versions and keep approval records in one place. Barcode measurements and print verification, however, still need to be handled using the appropriate tools.

As Sunrise 2027 approaches, getting these processes in place can help packaging teams manage the transition across their product ranges.