QR codes on packaging: size, placement and testing

A QR code on a box can open a how-to guide, a registration page, a reorder link or a review request. It only helps if people can scan it in a shop, at home, or on a shelf. Plan for the package first and the code second.

Decide what the scan is for

One clear purpose beats several. Pick the one thing a customer most needs after they buy: setup instructions, a warranty page, refill ordering, recipes or support. Put a few words next to the code so people know what they'll get.

Use one link per product

Give each product or pack its own short link. Then your scan counts tell you which products people engage with, and you can point each code at the right page. If you have a catalog, create the links in bulk. See the bulk create endpoint.

Size and placement

• Size: a common starting point is at least 2 cm (0.8 in) across for a code on a small package scanned in the hand. Go larger for shelf-distance scanning.
• Quiet zone: leave at least four modules of empty space around the code. Don't let a design element, fold or edge touch it.
• Flat area: put it on the flattest panel you have, away from seams, folds, tear strips and the edges where the box wraps around.
• Easy to reach: place it where a hand naturally holds the pack, not under a flap or on the bottom.
• Orientation: keep it upright and unrotated so phones find it quickly.

Surfaces and finishes

• Gloss and foil reflect light and can blind the camera. A matte varnish or a matte patch behind the code helps.
• Curved packaging (bottles, tubes, cans) stretches the code. Keep it small enough that it stays nearly flat across the width, and test on the real item.
• Dark or colored packaging needs a light solid background behind the code. Add a white block with a margin if needed.
• Textured or kraft stock lowers contrast. Use pure black on a lighter patch and test.

Printing

• Give your printer the code as a vector file (SVG) so it stays sharp at any size.
• Don't let the printer scale, crop or compress it.
• Ask for a proof on the actual material.
• Use a high error correction level if the code will get scuffed or has a logo, and make it slightly larger.

Different markets

If you sell in several countries, you can print one code and send people to the right page for where they are. Smart regional routing does this from a single link. See QR codes for retail packaging.

Test before the print run

[ ] Scan a proof printed on the real material and finish
[ ] Scan it with at least two phones, in dim and bright light
[ ] Scan it on the curved or folded part, if it sits on one
[ ] Scan it from the distance it will be used at
[ ] Open the link on mobile data and check it loads quickly
[ ] Check the page is correct for each product and market
[ ] Keep the link live for as long as the package is on sale

One last point: packaging stays in circulation for a long time, so the link has to keep working. Use a link you control on your own domain, and keep the destination page up to date.

See also: How to make a QR code that scans reliably.

This guide gives general practical advice based on common industry practice. Results depend on your print method, materials and scanners, so always test a proof before a print run.