1. home
  2. 2d barcode learning centre
  3. 2d barcodes for brand owners

2D Barcodes for Brand Owners

Connect consumers and trading partners to more of what matters, from provenance and expiry dates to engaging brand content — all in a single scan.

Why brand owners are moving to 2D barcodes?

GS1 2D barcodes can hold significantly more data than traditional 1D barcodes — all in a compact format that consumers can scan with their smartphones. This unlocks major benefits for brand owners, including:

  • Improved traceability and recall management: Encode batch numbers, expiry dates and serial numbers at item level to support faster, more targeted recalls and reduce brand risk.
  • Stronger brand protection: Fight counterfeiting by enabling consumers and trading partners to instantly verify product authenticity and provenance.
  • Increased consumer trust: Give customers confidence they’re buying a legitimate product through easy-to-scan product authentication.
  • Richer consumer engagement: Direct customers to videos, manuals, recipes or brand campaigns by embedding a web link within the 2D barcode.
  • Smarter use of packaging: Store more data in a smaller space, freeing up packaging real estate for design or marketing messages.
  • Error correction built in: Even if the barcode is scratched or marked, it remains readable thanks to built-in error protection.
 

How to transition to 2D barcodes

Step 1: Evaluate your current barcodes and define your use case

Start by reviewing the barcodes already used on-pack.

  • Do you need to include additional data like country of origin or product authentication?
  • Are you currently using a QR code for marketing? Consider upgrading it to a GS1 QR code or GS1 Digital Link that can also be used in-store and in logistics.

Choose a specific product line to pilot the change before rolling it out across your portfolio.

 

Step 2: Choose your 2D barcode type and data

Pick between a GS1 DataMatrix (best for traceability and product safety) or GS1 QR Code (ideal for marketing and customer engagement).

Then determine what information you need to include, such as GTIN, batch number, expiry date, or Digital Link URL, and use the relevant GS1 Application Identifiers.

 

Step 3: Update your printing systems

In some cases, you may only need to encode a static GTIN, which can be printed pre-packaging.

But for variable data (e.g. expiry, batch, serial numbers), you’ll need in-line printing as part of your packaging process.

Already printing human-readable use-by dates? You may be partway there — but 2D will likely require new equipment, software updates, or integration with your database.

Need help choosing the right print and label technology? Talk to Reynolds for expert advice and equipment recommendations.

2D barcode implementation checklist for brand owners

 

Make sure your 2D barcodes are printed to the highest standard, so they scan first time, every time.

Here’s what brand owners need to get right when printing GS1 2D barcodes:

 

1. Use the right printing technology

  • Choose high-speed digital printing or in-line thermal transfer systems.
  • For refrigerated products, use matte (non-glossy) label stock to minimise glare and improve scan reliability.
 

2. Ensure proper contrast and size

  • High contrast between the barcode and background is essential — avoid reflective or coloured materials.
  • Size matters
    • The target X-dimension for DataMatrix is 0.625 mm or 0.750 mm
    • Aim for 22x22 modules in a square format
    • Use a printer with at least 300 DPI resolution for crisp, scannable codes
    • Choose symbol size based on space available and your printing process.
 

3. Include human-readable GTIN

Print the GTIN below the barcode so it can be entered manually at POS if needed.

 

4. Test and verify your barcodes

  • Submit your printed label samples to GS1 Australia for barcode verification.
  • This is mandatory if supplying 2D barcodes to Woolworths — GS1 will confirm your barcode encodes the correct Application Identifiers (AIs) and data.

Heading

Do I need to use 2D barcodes on my products?

It depends on how much product information you need to encode. If you don’t need to include extra machine-readable data like batch numbers, use-by dates or serial numbers, then your current 1D barcode may be sufficient.

However, every barcode intended for scanning at retail POS must at least include a GTIN (Global Trade Item Number).

How do I get started with 2D barcodes?

Start by speaking with your solution providers early. They’ll help you identify the right barcode format and printing technology for your needs, making sure your systems and packaging are ready for a smooth transition to 2D barcodes.

Do I need to replace my existing 1D barcode?

Not yet. Since many retailers still use traditional 1D laser scanners, it’s best practice to include both 1D and 2D barcodes on your product packaging until the transition is fully complete across the industry.

What information should be shown as human-readable text?

Human Readable Interpretation (HRI) is the printed text version of the encoded data. For 2D barcodes, it’s not practical to print all the data as HRI. But at minimum, you must display the GTIN beneath the barcode. This allows for manual entry at point-of-sale if the barcode cannot be scanned.

What are GS1 Application Identifiers (AIs)?

Application Identifiers tell scanners what type of data they’re reading. They are short numeric prefixes added before each data element in the barcode.

Common AIs include:

01: GTIN (Global Trade Item Number)

391: Price

310: Net weight (kg)

17: Use-by / Expiry date

15: Best before date

10: Batch / Lot number

How much space do I need on-pack for a 2D barcode?

That depends on how much data you’re encoding, your printer resolution, and where the barcode will be scanned. As a rule, barcodes must be clear, high-contrast, and within the size ranges set by the GS1 General Specifications (Section 5.12.3.1) for retail point-of-sale use.