QR code size and placement on a wine label
How big the code should be, where to put it on the back label and which colours to avoid, so that both phones and checkout scanners read it.
Start from the module
A QR code is made of small squares called modules. Whether a phone or a till can read it depends mostly on the size of one module, the empty margin around the code and the contrast, more than on the total size.
Keep the link short
The more characters in the link, the more modules the code needs, and the bigger it gets for the same module size. A Digital Link with a short domain, the GTIN and a lot number fits in a small code. Leave out tracking parameters: the e-label page may not track anyway.
Leave the quiet zone empty
Keep an empty margin of four modules on all four sides. GS1 warns that graphics or text in this margin harm scanning. The code you download from Backlabel includes the margin; ask your designer not to crop it.
Contrast and colour
Dark modules on a light background. Black on white scans best.
Avoid red, orange and yellow for the modules. Many scanners use red light and can’t see them.
Avoid foil, embossing and strongly textured paper under the code.
Don’t invert the code to light on dark. Not every reader handles it.
Size for the checkout
For codes that tills must scan, the GS1 General Specifications set a minimum and a target module size. For 2D codes these are 1.5 times the sizes allowed for the linear barcode. Check the current table, or the size estimator that GS1 links in its guideline, with your printer before you finalise the artwork.
Where to put it
On the back label, within 50 mm of the centre of the EAN-13, so the till finds both quickly.
With the word “ingredients” next to it, as the Commission expects for wine.
On the flattest part of the bottle. A narrow bottle curves away from the scanner at the sides.
Not across the edge of the label or a seam.
Test before you print
Print a proof on the real paper, put it on a bottle and scan it with several phones, old and new, in dim light. If you can, scan it at a till with a 2D scanner too.
Sources
This guide is a summary to help you find your way. It is not legal advice.
Put it into practice
Backlabel turns your label into one GS1 QR code: e-label, checkout and recalls.