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QR Codes

QR Codes do more than link to a website — they unlock a world of product information, marketing content, and supply chain data in a single scan. Here’s what you need to know.

What is a QR Code?

A QR Code (short for Quick Response) is a two-dimensional barcode made up of black modules arranged in a square pattern on a white background. These codes can store a wide range of text-based data, including URLs, serial numbers, product details, and more. They are easily scanned using smartphone cameras or camera-based scanners.

QR Codes are commonly used for marketing, authentication, traceability, and linking consumers to digital content.

Benefits of GS1 QR Codes

  • Compact, high-capacity data storage — holds up to 4,296 alphanumeric characters
  • Efficient error correction, even when printed on curved or damaged surfaces
  • Fast, simple scanning using smartphones or 2D scanners
  • Connects offline and online experiences by linking directly to web pages, product info, or videos
  • Cost-effective and flexible solution for on-pack promotions and product authentication
  • Saves packaging space while delivering rich consumer engagement

Understanding GS1 QR Code specifications

GS1 QR Codes follow global standards to ensure consistency, compatibility, and reliability in both supply chains and consumer-facing applications.

Here’s how they work:

  • Structure: Black modules arranged in a square grid on a white background
  • Encoding: Can store a wide range of data, from plain text to web links
  • Size: The smallest version starts at 21 × 21 modules
    • QR Codes increase in size by four modules per version
    • Maximum size is 177 × 177 modules (Version 40)
  • Quiet Zone: A margin of white space is required around all four sides of the QR Code to enable accurate scanning
  • Detection Patterns: Includes key visual markers (finder and alignment patterns) to help scanners detect and decode the symbol quickly

Error Correction levels in QR Codes

QR Codes feature built-in Error Correction (EC), allowing scanners to recover the original data even if part of the code is damaged, smudged, or obscured.

There are four standard levels of error correction:

  • Level L (low): 7% of data can be restored
  • Level M (medium) 15%
  • Level Q (quartile) 25%
  • Level H (high) 30%

Tip: Higher EC levels provide more resilience but require a larger code size — choose your level based on the application and packaging constraints.

Common scenarios for QR codes

  • Marketing and promotions
  • Product authentication and anti-counterfeiting
Marketing and promotions

QR Codes are widely used to drive consumer engagement by linking to competitions, product videos, how-to guides, or brand websites. They allow brands to deliver more information without cluttering the packaging.

 

Product authentication and anti-counterfeiting

Manufacturers use GS1 QR Codes to help consumers and retailers verify product authenticity, particularly for high-value items or pharmaceuticals. Scanning the QR Code can confirm origin, batch number, or serialisation data.

 

GS1 QR Code Implementation Checklist

  • Choose the right data: GS1 QR Codes must include the GTIN (01) and Extended Packaging URL (8200) as a minimum.
  • Test readability with real scanners: Always verify your final printed QR Code using a 2D camera-based scanner or smartphone to ensure accurate decoding.
  • Mobile friendly: Direct consumers to a website that is mobile friendly.
  • Maintain the Quiet Zone: Leave a white margin (Quiet Zone) of at least 4 modules on all sides of the QR Code. Avoid printing logos or text in this space.
  • Use high-contrast colours: For best results, print dark modules on a light, reflective background. You can also reverse this (light on dark) if needed, but test carefully.
  • Print quality matters: Ensure sharp, well-defined printing. Avoid blurry or pixelated codes, especially on curved or uneven surfaces. Also avoid lamination and small sizes.
  • Select the right EC level: Use higher Error Correction Levels (Q or H) in environments where labels may get smudged, scratched, or dirty (e.g. in warehouses or cold chains.
  • Use a packaging management system such as iDSnet to create and manage QR Codes.

FAQs

Can QR Codes be used in hospitals or medical environments?

GS1 QR Codes are not the standard for regulated healthcare settings. In these cases, GS1 DataMatrix is the globally preferred symbol, offering the security and traceability required for medical instruments and pharmaceuticals.

Can a QR Code replace the standard GTIN barcode used at retail checkout?

No. While QR Codes can hold the GTIN (Global Trade Item Number), they are not POS-scannable at most retail checkouts. For products sold at point-of-sale, you still need a traditional linear barcode like EAN-13.

What kind of data can I include in a GS1 QR Code?

A GS1 QR Code can encode multiple GS1 Application Identifiers, such as GTIN, batch number, and best-before date.

It must include:

  • (01) GTIN
  • (8200) Extended Packaging URL

These must come first in the data string, followed by any additional AIs you need.

How do I decide between a GS1 QR Code and GS1 DataMatrix?

It depends on your primary objective:

Choose GS1 DataMatrix when:

  • You need to encode large volumes of variable data
  • You’re marking small items or components
  • You operate in regulated industries (e.g. healthcare)
  • Traceability and accuracy are critical

Choose GS1 QR Code when:

  • You want to drive consumer engagement
  • You’re linking to online content like videos or product pages
  • It’s for a marketing campaign or brand experience
  • You want a scannable code that’s easily recognised by smartphones

Still unsure? Our team can help you choose the right code for your needs.