Jump to section11 sections
- Quick answer
- What GS1 says about Sunrise 2027
- UPC vs 2D barcode: what changes on the box
- Do you need 2D barcode packaging now?
- Can a UPC and a QR code coexist?
- Where to place a 2D barcode on a box
- 2D barcode packaging: quiet zones, contrast and print quality
- How print method and finish affect scannability
- When to update your dielines
- What to send your packaging manufacturer
- Key takeaway
2D barcode packaging means printing a QR code or GS1 DataMatrix with your product's GTIN, usually beside your UPC. As of October 2026, GS1 says the UPC isn't going away. Sunrise 2027 is the retail goal of checkout systems reading 2D codes. Most brands should plan a dual-marked design now. Update artwork at the next scheduled print run.
Quick answer
- Sunrise 2027 is an industry-set milestone for retail checkout to read 2D barcodes. GS1 US says brands don't need every 2D capability by then.
- GS1's retail guideline says linear barcodes will coexist with 2D codes.
- Dual-marking means a UPC plus a 2D code. A QR code only works at checkout in GS1 Digital Link format with your GTIN.
- GS1 sets quiet zones of four modules for QR codes and one for GS1 DataMatrix. Keep artwork out of them.
- Reserve space in the dieline now, even if you print the 2D code later.
What GS1 says about Sunrise 2027
GS1 US calls Sunrise 2027 a shift from 1D UPC barcodes to 2D barcodes, such as QR codes. GS1's retail guideline states the goal. By the end of 2027, point-of-sale systems should read the GTIN from both linear and 2D barcodes. These facts are as of October 2026, per the GS1 US Sunrise 2027 page.
GS1 US also recommends a "crawl, walk, run" approach. The first brand step is adding 2D barcodes to existing packaging. Update any QR code you already print to GS1 Digital Link format, with your GTIN. Later steps add data such as batch numbers or expiration dates.
For 2D barcode packaging, that's a planning deadline, not a reason to reprint every box tomorrow. It is a reason to stop approving new artwork without a 2D plan.
UPC vs 2D barcode: what changes on the box
UPC (1D) | 2D (QR or GS1 DataMatrix) | |
|---|---|---|
Reads as | Lines, left to right | A square grid, any direction |
Carries | Product number | GTIN plus optional batch, date, serial |
Consumer scan | No | Yes, by phone camera (QR with GS1 Digital Link) |
Space on pack | Fixed, familiar | Often compact, but needs its own margin |
After 2027 | GS1 says it keeps scanning | Added alongside, or replaces it later |
GS1's 2D barcode standards page names two widely recognised options. They are QR Code (GS1 Digital Link URI) and GS1 DataMatrix.
Do you need 2D barcode packaging now?
GS1 says Sunrise 2027 isn't all-or-nothing. GS1 US tells brands to work with individual trading partners during the interim. So the real answer depends on your retailers.
Here's how I'd sort common products.
- Retail shelf products (cosmetics, candles, coffee, bakery): ask each buyer what they expect and when. Plan dual-marking in your next artwork revision.
- Products already printing a QR code: upgrade it to GS1 Digital Link. It's an easy first step, because the code is already on the box.
- Direct-to-consumer and ecommerce only: you may not need it for checkout. A GS1 Digital Link QR still gives you one code for scans and product pages.
- Regulated or traceable goods: GS1 DataMatrix is already common in healthcare. Follow your industry's guidance.
Can a UPC and a QR code coexist?
Yes. GS1's guideline describes a dual-marking phase. The package carries the current UPC plus a GS1 DataMatrix. A QR code in GS1 Digital Link syntax also works. GS1 US says the UPC-A may continue beyond 2027.
One trap catches brands new to 2D barcode packaging. A normal marketing QR code that points to your website won't scan at checkout. GS1's QR guidance says to add your EAN/UPC's GTIN inside a GS1 Digital Link URI. A short URI on your own domain keeps the code smaller.
Where to place a 2D barcode on a box
GS1 US gives three placement options during dual-marking. Choosing one is a packaging decision.
- Adjacent: the 2D code sits next to the UPC. GS1 US says the UPC stays in its existing placement.
- Same panel, close together: keep both symbols in a scanner's field of view. GS1 US says less than 6 inches apart.
- Non-adjacent: use this when the 2D code serves another purpose, such as consumer engagement. GS1 US suggests a different panel, so a flatbed scanner won't read both.
Here's our take. For 2D barcode packaging on most retail cartons, adjacent placement is cleanest. One barcode zone is easier to design and easier for staff to find. Keep it off folds, glue flaps, score lines and window cutouts. GS1 US notes rectangular symbols can fit narrow or curved surfaces.
2D barcode packaging: quiet zones, contrast and print quality
GS1's 2D retail guideline (Release 1.0, ratified May 2024) is specific about what breaks a code. Read the GS1 2D barcodes at retail POS guideline before you lock artwork.
Element | What GS1 says |
|---|---|
Quiet zone, QR Code | 4 modules empty on all four sides |
Quiet zone, GS1 DataMatrix | 1 module empty on all four sides |
Contrast | High contrast between light and dark modules. Black on white reads best |
Colour | Red, orange and yellow are hard to decode. Avoid red dark modules |
Logos inside the code | Technically count as damage. Large ones can cause decode failure |
Verification | Verify modified codes to ISO/IEC 15415 |
Minimum grade | GS1 US lists 1.5, but says to target higher at printing |
GS1 US also warns that poor contrast, inconsistent colour and uneven module size hurt scanning. One more GS1 note belongs above every designer's desk. A code that works on a phone may not read at retail point-of-sale.
How print method and finish affect scannability
GS1 doesn't rank printing methods here. What follows is our packaging guidance, not a GS1 rule. Use it as a checklist for your 2D barcode packaging sample round.
- Offset or digital: a GTIN-only code is fixed artwork, so either process can carry it. Compare them in our offset vs digital printing guide.
- Variable data: batch or expiry data changes per run. GS1 US flags that it may change your production process, so ask early.
- Substrate: dark or uneven stock can lower contrast between modules. Ask for the code printed on the real board.
- Finishes: gloss, foil and embossing near the code can change how it reflects scanner light. Our matte vs gloss lamination guide covers the trade-offs. Keep finishes off the code and its margin.
I've seen brands approve a stylish QR in a flat PDF, then watch the box fail on a scanner. For 2D barcode packaging, scan the printed sample, not only a phone. Our guides to print proofs and packaging samples explain what each stage proves.
When to update your dielines
Your dieline is where 2D barcode packaging space gets locked, so decide before art goes to print. Check bleed and safe zones too. A code near the trim edge can get clipped. Our packaging glossary defines the other terms.
Situation | What to do |
|---|---|
New box in development | Add a barcode zone for UPC plus 2D, with margins |
Reprint of an existing box | Check whether a quiet zone fits on the current panel |
Tight panel (small tube, narrow carton) | Ask about a rectangular code or a second panel |
Barcode printed on a label | Leave the box design alone, change the label |
For retail runs, see our custom printed product boxes.
What to send your packaging manufacturer
Send these with your quote request, alongside any manufacturing details you already have.
- Product dimensions and weight, plus the box style or dieline
- Quantity and any planned reprints
- Retailers you sell to, and their barcode requirements
- Your GTIN and the current UPC artwork
- The 2D barcode packaging type (QR with GS1 Digital Link, or GS1 DataMatrix) and its URI
- Whether the code is static or carries batch or expiry data
- Material, print method and finishes planned near the code
- Placement choice and panel
- Proof and sample requirements, including a scan test
- Destination and required date
Key takeaway
Plan 2D barcode packaging as a dual-marked design. Keep the UPC where it is, add a GS1-format 2D code beside it, and protect its quiet zone. Then scan-test the finished sample, because a phone read isn't proof of a checkout read.
This article summarizes GS1 guidance as of October 2026. Check GS1 and your retailers for current requirements.