Look around a supermarket shelf today and you’ll notice something interesting: more and more product packaging now includes QR codes.
From olive oil to cosmetics to protein bars, brands are turning to these small black-and-white squares to do a lot more than hold data.
Why are QR codes becoming standard in packaging design?
QR codes offer direct access to product details, tutorials, sustainability claims, loyalty programs, and much more. But just printing a code on your label isn’t enough.
It must be designed, placed, and linked correctly to deliver value and avoid user frustration.
That’s where understanding best practices in QR codes on packaging design best practices comes in.
In this article, we’ll cover everything you need to create scannable codes that enhance engagement, meet regulatory requirements, and look good while doing it.
What makes a QR code scannable on physical packaging?
The first rule of QR code design is that people must be able to scan it easily and without struggle. This depends on three things: size, contrast, and material.
Size
For small products, the minimum recommended is 1 x 1 cm, but larger is always better for reliability. Keep in mind that the more data you encode, the denser the code becomes, and the more space it will need to remain readable.
Contrast
Contrast is equally important. You need a dark foreground and a light background. That doesn’t mean you must stick to black and white: dark navy, green, or brown on white or light orange also works well.
GS1 recommends aiming for a symbol contrast of at least 50% to ensure smooth scanning across point-of-sale and mobile devices.
Material
Avoid reflective or glossy packaging films, as these interfere with scanner light.
If you’re working with shiny or transparent substrates, consider printing a white matte layer underneath the code to boost readability.
How do you print QR codes correctly?
Design is only part of the equation. Even the best-looking dynamic QR codes can fail if they lack print quality. The choice of printer, ink, material, and finish can dramatically impact scan success.
Use high-resolution printing methods to maintain the integrity of the matrix pattern. Low-DPI prints can cause blurring or pixel drift, especially on curved or flexible surfaces. If your product uses flexographic printing, double-check tolerances for distortion (what looks square on screen may warp when wrapped around a bottle).
It’s also essential to choose the right ink contrast. Glossy black on matte white typically performs best, while metallic inks can interfere with readability. Run multiple test prints and scan them under different lighting conditions and with multiple smartphone models whenever possible.
Following QR code printing guidelines like those from GS1 ensures that your code will not only look good but also work reliably on every product.
Where should the QR code be placed on a package?
QR code placement is a strategic decision. A scannable code that no one sees or recognizes is wasted effort.
Ideally, place QR codes where consumers are likely to look: on the front label, on the back near product details, or in any area with high visual focus.
If your product is shelved vertically, think about eye-level positioning. If it’s handheld or used flat (like cosmetics or pouches), make sure the code isn’t bent or obscured during use.
Avoid placing your QR code near traditional barcodes or in areas with heavy visual clutter. Surround the code with a clear “quiet zone”—a margin of unprinted space—equivalent to four times the width of the smallest square in the matrix.
This space helps scanners identify the code’s edges and process the image correctly.
How can QR codes be customized without affecting functionality?
Customizing QR codes is a great way to bring them into your brand world, but go too far and you’ll sacrifice performance. The trick is to personalize with care.
You can add a frame, adjust the corners to be slightly rounded, or include subtle brand colors, as long as you maintain enough contrast between the matrix squares and the background.
For example, a dark green QR code on a light beige label could look elegant and still scan perfectly, as long as the contrast ratio is high enough.
Adding logos inside the code? Be cautious. According to GS1’s 2025 guidelines, logos placed over key matrix elements can block essential data and lead to scan failures, even if the error correction initially appears to compensate.
In short: keep customization subtle, avoid layering images over the core data zones, and always test your final design with multiple devices before printing.
What kind of content should a QR code link to?
Great QR code experiences start with smart destinations. Your code shouldn’t lead users to a generic homepage. It should take them directly to the most relevant content for their context.
For example, a food brand might link to allergen info or preparation videos. A cosmetics brand might offer a sustainability breakdown or skin-type recommendations. A consumer electronics brand might connect users to warranty activation, support, or quick-start tutorials.
It’s also worth considering the timing of the scan. Some consumers will scan in-store, others after purchase.
That’s why platforms like Digital Link offer auto-localized landing pages that adapt based on language, region, and time, providing customers with easy access to the right experience in any market.
The more helpful and intuitive the landing page, the better the chance of repeat engagement and customer trust.
What happens when a QR code leads to the wrong place?
We’ve all scanned QR codes that go nowhere helpful. Maybe it’s a dead link, or it opens a non-mobile page, or worse, it lands on something irrelevant.
If the destination of a QR code doesn’t match user expectations or needs, the result isn’t just a missed opportunity. It’s a broken interaction that can reduce trust in your brand.
Every QR code should direct users to intentional, purposeful, and valuable experiences. Whether it points to a product story, a video, or a how-to guide, it should feel like a logical next step in the customer journey.
Since scan context changes, dynamic QR platforms let you adjust leads in real time, so no scan ever feels outdated.
Think of every QR code as a handshake. The landing should follow through with a meaningful conversation.
Can you update the QR code’s destination after printing?
Yes, if you’re using dynamic QR codes. This is one of the most significant advantages over traditional QR codes.
With dynamic QR technology, the destination URL is managed remotely. That means you can change what the code points to without reprinting your packaging. You can A/B test offers, fix errors, swap product videos, or run time-based promotions without altering the physical label.
This flexibility also helps brands stay compliant with regulations that change over time.
Instead of updating packaging every time there’s a new labeling requirement, you can adjust the linked content directly, saving time and reducing waste.
Should you use multiple QR codes on packaging?
Adding separate QR codes for marketing, instructions, sustainability, and compliance might seem logical. However, multiple QR codes can confuse more than help unless they serve distinct and unavoidable purposes.
A cleaner option is to use a single next-generation QR code like the ones you can create on Digital Link to segment the content behind it. Our platform allows you to present a “link-in-bio” style landing page with straightforward navigation, guiding users to different types of content without crowding the packaging.
One well-placed, multifunctional QR code can do the work of many, while looking far more polished on the label.
How do QR codes support compliance and transparency?
Product packaging is under more scrutiny than ever. From France’s environmental labeling laws to the EU’s Digital Product Passport, global regulations increasingly require brands to share detailed, verifiable information with consumers.
But packaging space is limited. A bottle cap cannot accommodate a carbon footprint, ingredient breakdown, recycling instructions, or allergen disclaimers.
Next-generation QR codes solve this by connecting users to all the required details through a single scan.
One code can adapt based on location, showing recycling rules in one country and sourcing transparency in another. The best QR code platforms offer built-in support for this, letting you stay compliant without adding clutter to your design.
How do QR codes connect the physical and digital worlds?
Product packaging used to be the end of the conversation. Today, it’s just the beginning. Advanced QR codes connect the physical and digital worlds, turning objects into experiences and labels into launchpads for deeper engagement.
With one scan, a product can tell its story, show its impact, and respond to its environment. For consumers, this means more informed decisions and richer brand experiences. For brands, it means continuous interaction long after the sale.
This connection also creates a new layer of data. Physical products can now act as feedback loops, sending real-world usage information back to brands, fueling better decisions about marketing, sustainability, and design.
QR codes are the thread stitching the digital twin to the physical item, creating tangible, yet dynamic products.
How does using QR codes improve packaging aesthetics?
Ironically, adding a code to your packaging can actually free up design space. QR codes let your product breathe by moving dense text and mandatory information online.
Instead of printing legal disclaimers in five languages, you can link to a landing page that detects the user’s region and displays content accordingly.
Instead of a cluttered list of nutrition facts, show an elegant digital breakdown with visuals and allergen icons.
This is especially important for small-format products like serums, supplements, or premium condiments, where real estate is tight and visual appeal matters.
When used well, a QR code doesn’t disrupt your design—it enhances it.
Can QR codes support environmental responsibility?
Absolutely. Smart packaging is a powerful tool for sustainability.
QR codes can reduce label clutter, which means fewer multi-language print runs and less material waste. Instead of printing multiple versions of the same product packaging for different markets, you can use one universal design and customize the digital experience post-scan.
They also help eliminate the need for paper manuals, ingredient leaflets, and printed disclaimers. A single code can point to recycling instructions, carbon impact data, or return programs, making it easier for consumers to take action toward more responsible choices.
QR codes make your environmental responsibility more visible, accessible, and adaptable without sacrificing design or compliance.
What tools and platforms help brands manage QR codes effectively?
Creating a QR code, even a GS1-compliant 2D barcode, is not difficult. Managing them across thousands of products in dozens of markets? That’s where things get complex.
You’ll need a reliable QR code generator that can create dynamic QR codes, support branded URLs, track QR code scans, and integrate with your product information systems. Bonus points if it helps with localization, accessibility, and analytics.
Digital Link, for example, offers a suite of tools specifically for consumer packaged goods brands. Our features let you build interactive landing pages, automate digital product passports for compliance, connect content to product batches, and analyze scan performance over time.
Choose a platform that helps you scale, not just generate.
How do you measure the success of QR codes on packaging?
Tracking is what turns a QR code into a smart packaging element. Every scan is a data point, telling you when, where, and how consumers interact with your product.
You can track scan locations, device types, time of day, and which call-to-action users responded to.
This helps you understand which packaging designs drive engagement, what content resonates most, and where customers drop off.
You can compare performance and refine your marketing efforts accordingly if you’re running QR code campaigns across multiple regions.
All of this turns a passive package into a measurable, iterative marketing channel.
What’s the role of QR codes in customer engagement?
QR codes are a way to keep the conversation going after purchase.
When used strategically, they can invite customers to join loyalty programs, leave reviews, upload photos, participate in contests, or reorder products with one tap.
That’s why dynamic codes with personalized landing pages are at the heart of next-generation customer engagement.
By placing QR codes directly on the packaging, where they’re always visible and accessible, you reduce friction and increase the chance of repeat interaction.
This builds familiarity and brand trust, especially in categories where loyalty is hard to win.
What can go wrong with QR code design?
There are a few pitfalls to avoid:
- Using a static QR code for a campaign that needs flexibility.
- Printing a code that is too small or without a proper quiet zone.
- Placing the code over glossy, reflective material.
- Over-customizing the design to the point that it’s unreadable.
- Linking to a slow, non-mobile-optimized page.
Each of these reduces the value of the QR code and can create negative user experiences.
Always test your QR codes on multiple devices and ensure that your landing pages are fast, responsive, and relevant to the scan context.
How do QR codes change over the product’s lifecycle?
The beauty of dynamic QR codes with Digital Link technology is that they’re not fixed in time. You can use the same printed code to tell different stories depending on when and where it’s scanned.
At launch, the code might lead to a campaign. Later, it might offer a discount or a survey. After a product is discontinued, it could be redirected to a replacement or notify users of an upgrade.
This agility supports circular economy models, product recalls, resale programs, and long-term engagement, even after the product leaves the shelf.
Final thoughts: Why QR code design is about more than just a square
QR codes are essential tools for connecting packaging with digital content, engaging customers, and staying ahead of regulatory change.
But to deliver results, they need to be designed, placed, and managed with care.
That means following proper QR code printing guidelines, using dynamic QR codes, and ensuring your product QR codes are always scannable and purposeful.
Whether you’re new to QR code technology or looking to optimize an existing setup, focus on simplicity, clarity, and value.
Your packaging is more than a container; it’s a channel. And with the right QR code design, it can become one of your most powerful.
