Where to Put the Barcode on Product Packaging, by Package Type

The default spot: lower right of the back

GS1 US says that for an item scanned at checkout, the barcode generally goes in the lower right-hand section of the back of the package, away from the edge, with white space around it (GS1 US).

The "back" is the side directly opposite the front, and the front is the main advertising face with the product name and logo. If a package has two fronts, GS1's fact sheet says the portrait face counts as the front (GS1 New Zealand fact sheet).

If the back is not an option, the next choice is the lower right quarter of another side. Putting the barcode on the base of the item is still acceptable, except on large, heavy or bulky items, but GS1 does not prefer it. Whenever possible, keep the barcode off the lid and the neck so contents don't spill when the item crosses the scanner.

Distance rules to put in your artwork

• The edge rule. When possible, the barcode should be no closer than 8 mm (0.3 in.) and no farther than 100 mm (4 in.) from the nearest edge of the package. GS1 raised the old 5 mm minimum because cashiers often grab edges with their thumbs.
• The scanner window. The distance between the barcode and the scanner surface should not exceed 12 mm (about 0.5 in.). This matters for blister packs and deep or unpackaged items, where the code sits on a different plane from the edge that touches the glass.

Lay out a clear rectangle for the barcode and its quiet zones, then keep graphics, text and fold lines out of it. GS1 Canada's guidelines (2015 edition) say never to place a barcode, quiet zones included, on perforations, die-cuts, seams, ridges, edges, tight curves, folds, flaps, overlaps or rough textures, and never to fold a symbol around a corner or put it under a flap (GS1 Canada).

Placement by package type

Use the default unless the package falls into one of these groups. The table summarizes GS1's guidance; the notes after it explain the reasons.

Books and magazines have their own rules. For books, see ISBN barcodes for books; GS1's fact sheet puts magazines in the lower left of the front.

Bags and pouches

A bag that fills to the top bulges at the bottom corners, and a barcode on a bulge scans poorly. Moving the code toward the center of the back, about one third up from the bottom, keeps it on the flattest part. Keep the code out of the fin seal and the crimped ends; GS1 Canada says never to place a barcode on seams or folds.

Multipacks and over-wraps

Never leave barcodes for different GTINs visible on the same item. On a six-pack, shrink bundle or sleeved multipack, the outer pack has its own GTIN, and the barcodes on the inner units must be fully hidden, for example by the multipack's binder, which GS1 says acts as a screen. A clear over-wrap can also cause diffraction or reflection of the scanner beam and reduce contrast, so print the barcode on a surface where the film lies flat. For how multipacks get their numbers, see when you need a new GTIN.

Curved packages and ladder orientation

On a flat package, a barcode with upright bars (picket fence orientation) is preferred, though GS1 says orientation makes no difference to scanning. On a curved surface, GS1's fact sheet calls for ladder orientation so that both ends of the symbol are visible to the scanner at the same time. GS1's General Specifications allow picket fence on larger-diameter surfaces. That means the bars lie horizontal, like the rungs of a ladder, and the curve only shortens them.

The barcode generator downloads the symbol upright. To make a ladder version, place the SVG in your layout software and rotate it 90 degrees. The diameter limits are in the printing guide.

GS1 also allows shortening the bars on a tightly curved surface only when absolutely necessary, and then you should print the tallest bars that fit. Otherwise keep full height, because a shortened barcode can only be read when the item is turned in certain directions across the beam.

Shrink film, spot labels and printed backgrounds

For shrink film and vacuum-formed packs, put the barcode on a flat area free of creases and wrinkles. If the product underneath is round, such as hot dogs, use ladder orientation.

A spot label is a common fix for items with no printed package, like glassware or cookware. GS1 says the best spot label cannot be peeled off without destroying the barcode, and its adhesive should hold for the item's shelf life while still letting the label come off without solvents or abrasives. Place it following the guideline for that package type.

If your artwork has a colored background behind the barcode, GS1 US says the bars need to be dark and the background light; black bars on white is best, and avoid red or reddish bars, such as brown. The colors and ink rules are in the printing guide.

Two barcodes and the move to 2D

During the 2D transition, GS1 allows a GS1 DataMatrix, a Data Matrix or a QR Code carrying a GS1 Digital Link URI on retail items in addition to the linear barcode. GS1's fact sheet says to place the whole 2D barcode, quiet zones included, within a 50 mm radius from the center of the linear barcode, so the scanning system can tell both belong to the same item. See GS1 Digital Link QR codes for how the 2D version is built.

Checklist before artwork goes to print

1. Identify the front, then reserve a clear rectangle on the lower right of the back for the barcode and its quiet zones.
2. Check the rectangle against the dieline: 8 to 100 mm from the nearest edge where possible, and away from seams, folds, flaps, glue areas, perforations and lids.
3. Use the exception position if the package is a bag, a thin item, a blister pack or a large item.
4. On curves, check the diameter limits and use ladder orientation where the bars would wrap out of view.
5. For a multipack, hide the barcodes on the inner units.
6. Keep any 2D barcode, quiet zones included, within a 50 mm radius of the center of the linear one.
7. Print a proof on the real material, then scan it on the flat surface and on the finished package, with more than one device.

Next step

Open your dieline or label template and draw the barcode rectangle on the lower right of the back, with the 8 mm edge margin. Then make the symbol in the barcode generator and place the SVG at 100%. If a printed proof still won't scan, work through the barcode not scanning checklist.