{"id":7878,"date":"2026-03-10T18:28:16","date_gmt":"2026-03-10T17:28:16","guid":{"rendered":"https:\/\/www.nownewnext.nl\/from-bars-to-pixels-what-do-we-do-with-that-new-space\/"},"modified":"2026-03-10T18:28:16","modified_gmt":"2026-03-10T17:28:16","slug":"from-bars-to-pixels-what-do-we-do-with-that-new-space","status":"publish","type":"post","link":"https:\/\/www.nownewnext.nl\/en\/from-bars-to-pixels-what-do-we-do-with-that-new-space\/","title":{"rendered":"From bars to pixels: what do we do with that new space?"},"content":{"rendered":"

By Emmilie Kuks, Sustainable Packaging Specialist<\/em><\/p>\n

By 2027, checkouts must be able to scan QR codes. GS1 is driving this internationally. It may sound technical, but it affects everything we put on packaging and how we communicate with consumers, retailers, and regulators. So the question is not where the QR code should go, but what we want it to achieve. <\/p>\n

 <\/p>\n

The new system behind a familiar image<\/strong><\/p>\n

The classic barcode has one function: reading a number. The QR code now gaining ground is essentially a smart doorway. Behind that doorway sits a resolver that determines who gets sent where. A consumer sees product information or a recipe. A regulator sees compliance data. A retailer sees traceability. The code itself does not change. The logic behind it does the work.
Context plays an important role here. Phone language? Then you show the right language. Smartphone or desktop? Then you adapt the page accordingly. You can even add a login for parties who are allowed to see more. It feels personal, but it is simply following pre-set rules. <\/p>\n

There is also a practical point. Barcodes could still be entered manually if the scanner failed. With QR codes, you need to organise a backup process. Retailers and software providers are working on this now. And yes, speed matters. Current barcodes are incredibly fast. QR codes will need to match that at the very least. <\/p>\n

 <\/p>\n

Transition phase: double parking on your label<\/strong><\/p>\n

Until 2027, we are in a transition period. Barcode and QR code on the same pack. GS1 advises placing the QR code to the right of the barcode, with enough white space for reliable scanning. That makes sense, but it does take up room. Designers and marketers may well sigh: wasn\u2019t this supposed to become more compact? Unfortunately, not yet. First, checkout infrastructure needs to catch up. <\/p>\n

 <\/p>\n

What stays on-pack, and what can go digital?<\/strong><\/p>\n

Consumers still want to be able to read basic information directly in store. Ingredients, allergens, origin. At the same time, the EU is exploring more room for digital disclosure. Most likely, the core information will stay on-pack, while the rest moves online. <\/p>\n

 <\/p>\n

Design: less ballast, more choice<\/strong><\/p>\n

If the QR code takes over part of the information load, it creates space for calmer design and better brand communication. Stories, recipes, and videos can move online. A pancake mix pack no longer needs a long cooking text. A scan can take you straight to a short video. <\/p>\n

But the code itself is also a design element. You need to keep it scannable, even on difficult surfaces and in poor lighting conditions. Integrate it into the design, do not make it aggressively visible, and test it properly. A good example is Autodrop, which has made its current barcode part of the artwork. <\/p>\n

The reverse is also true: a badly placed QR code damages the experience and the brand. In cosmetics, we are already seeing claims and explanations move to QR. In food, there are clear opportunities to show origin and sustainability information without overloading the pack. <\/p>\n

Value beyond the packaging<\/strong><\/p>\n

The real added value is not in what can be removed, but in what can be added. For consumers: nutrition tips, product comparisons, tutorials, community. For brands: direct contact, feedback, loyalty. <\/p>\n

For retailers and producers, it is about speed and certainty: traceability, inventory management, recalls. One code that serves every party can shorten processes and reduce errors. <\/p>\n

And then there is the data. Scan frequency and usage moments show when and why someone is looking something up. That helps with campaigns, assortment decisions, and innovation. Packaging becomes a starting point, not an end point. <\/p>\n

 <\/p>\n

Bottlenecks you want to tackle now<\/strong><\/p>\n

What if the QR code does not work at the checkout? Build in a backup. How fast is scanning during peak hours? Test with real hardware and real lighting. How do you guarantee accessibility for people who do not want to or cannot scan? Keep the essential information on the label and make the online layer an added benefit, not a requirement. <\/p>\n

This transition requires investment. Packaging processes, artwork, checkout systems, IT. International alignment through GS1 is crucial. Without a standard, fragmentation becomes a real risk, and that makes things slower and more expensive for everyone. <\/p>\n

<\/strong><\/p>\n

An opportunity, not a formality<\/strong><\/p>\n

The shift from barcode to QR is not a cosmetic update. It is a system change that affects design, data, and supply chain processes. Anyone who sees the QR code as just another mandatory icon is missing the point. Anyone who uses it as an entry point to service and storytelling gains space on-pack and strengthens the relationship with the customer. <\/p>\n

Start making the decisions now that you will have to make anyway later. That way, you will be ready for 2027, avoid rushed work, and get the most value out of every scan. <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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