As retailers accelerate the adoption of GS1 2D codes, packaging converters are facing growing pressure to deliver packaging and labels capable of supporting reliable, compliant, and consumer-ready QR code applications.

According to experts from Domino Printing Sciences, the transition is creating new requirements for printing technology, code verification, data management, and workflow integration across the packaging value chain.

Demand for Variable Data Printing Increases

GS1-powered QR and DataMatrix codes are designed to carry far more information than traditional linear barcodes.

Brands can use 2D codes to provide:

• product identification
• traceability data
• batch information
• anti-counterfeiting protection
• consumer engagement content
• digital product passport information

While static codes can often be incorporated into existing artwork and printed using conventional processes, serialized and variable 2D codes require more advanced digital workflows.

Converters may need to invest in:

• digital label presses
• variable data printing systems
• monochrome inkjet overprinting solutions
• database connectivity platforms
• API integrations for code generation

Verification Becomes Critical

Unlike traditional marketing QR codes, GS1 2D codes must perform consistently across multiple scanning environments, including:

• retail checkout systems
• warehouse operations
• supply chain tracking
• consumer smartphone applications

Code readability can be affected by:

• ink spread
• dot gain
• substrate color
• reflective surfaces
• curing performance
• print contrast

To ensure reliability, converters are increasingly adopting advanced verification systems capable of grading code quality throughout production.

Compliance Requirements Tighten

GS1 QR and DataMatrix codes are expected to comply with ISO/IEC 15415:2024, which establishes international standards for printed 2D code quality.

Industry guidance recommends a minimum print grade of 1.5 to maintain reliable scanning performance throughout the supply chain.

Verification reports, audit documentation, and quality records are becoming increasingly important as brands seek assurance that packaging meets evolving regulatory and retailer requirements.

Communication Emerging as Competitive Advantage

As brands develop long-term 2D code strategies, converters are being encouraged to work closely with customers to clarify:

• code generation responsibilities
• verification requirements
• liability for code failures
• data management processes
• future serialization plans

Industry experts suggest converters that invest early in digital printing, verification technology, and GS1 compliance capabilities will be better positioned to support brand owners as the packaging sector moves toward broader adoption of connected packaging and digital product identification systems.

Source: Domino Printing Sciences

Last Updated on 18/06/2026 by Jota Machinery