• Bar codes must be positioned in a spot that is highly visible and easily scanned.

• A bar code must be printed at a scale between 85% and 120% of its original size.

• Bar codes must be printed in dark colors (dark shades or blue-black and brown or black) against a solid light colored background. (See the following section, Guide to Color-Correct Bar Coding, for more specific information on which colors are readable when printed on common paperboard surfaces.)

• Bars must be printed in a solid color, not screen values of spot colors or screened blends of process colors.

• Bar codes against a colored field must have a color-free area that extends no less than 3/32” (2.4 m) beyond the printed bar code.

• To guard against ink spread, bars should run vertically across the rollers on a web press.

GUIDE TO COLOR-CORRECT BAR CODING

The key to printing a bar code that can be optically scanned is selecting a color that contrasts sufficiently with its background that the scanner can distinguish between the bars and the background. Coming up with the right combination means checking the background reflectance value of your substrate and combining it with an ink color that contrasts sufficiently.

These are the reflectance values of some common papers. The lighter the color, the higher its reflectance value:

Inks have a reflectance value as well. Darker colors have a lower reflectance value than lighter colors. To see if the reflectance value of your ink color is low enough to contrast with the substrate on which it will be printed, check its reflectance value and compare it with the reflectance value of your substrate. The tables following list substrate reflectance values in column A and ink reflectance values in column B for UPC and EAN bar codes. Find the reflectance value of your substrate in column A and read across to column B to find the maximum reflectance value of your ink color. Example: If your substrate is natural kraft with a reflectance value of 31%, the reflectance value of your ink must be 2.5% or less. (A series of charts listing reflectance values of common CMYKcolors follows this section.)

Table 1: UPC Versions A&E and EAN 8 & 13*

*Bar codes for U.S. products are designated as UPC versions A and E. Bar codes for European products are designated as EAN 8 and 13. UPC version E and EAN version 13 are small-scale bar codes intended for use on small products or containers such as lip balm.

(Table 1 was excerpted from The Bar Code Color Book, a book published by Symbology, Incorporated. Contact Symbology for a more complete guide on color-correct bar code printing, including color reflectance values for Pantone® colors, at 800.328.2612 (in Minnesota 612.315.8080).

REFLECTANCE VALUES OF FOUR-COLOR COMBINATIONS ON UNCOATED STOCK

Because colors with a reflectance value of more than 40 have the potential to create scanning problems on a bright white substrate, the following list includes colors with a reflectance value of 40 or less. However, if it’s important to use a color not on this list, check with your printer to see if there is a possibility of using it for your bar code printing needs. (Note: All reflectance values must be considered accurate plus or minus 5 percent. Ink quality and printing method will affect reflectance values.)

QR CODE STANDARDS

QR Code (Quick Response Code) is a matrix barcode consisting of black modules arranged in a square pattern. Unlike UPC bar codes which can hold up to 20 numeric digits, QR codes can hold up to 7,089 characters and can be encoded with virtually any kind of data (alphanumeric, numeric, byte/binary). Standard QR codes can be customized with color, images and shapes to enhance brand recognition.

GENERATING AND READING QR CODES

QR Code Generators

QR codes are created through QR generators. There are numerous free options. Premium generators offer tracking and analytics. A search for QR code generator on the Internet will yield many options.

Kaywa: generate QR code with tracking, analytics and support qrcode.kkaywa.com

UQR: offers generating capabilities, including customizing the color and format of your codes uqr.me

QR Code Readers

Once you’ve created your QR code, users will need a QR code Reader, which can be downloaded for any smartphone for free.

iPhone QR Reader Apps: i-nigma, TapReader, QR Scanner, QR Reader

Android QR Reader Apps: ScanLife, i-nigma, QR Droid, Barcode Scanner, mobiScan QR

QR CONTENT

QR Codes could be embedded with information such as:

• URL, email address, link to a video

• Social media (such as Facebook or Twitter)

• Expertise information about your product. For example, a QR code on a wine can provide complex information about the grapes, vineyard, history of the wine and a wine rating.

• Event details (event name, time, geo location and description)

• VCard

• Installation instructions

• Sources for replacement parts and service

• Directions to your business with geo location

• Coupons and special offers

• Recommendations for complementary products and services

• Customer feedback forms

QR Codes could be placed on:

• Business cards, brochures and other marketing materials

• Product tags and packaging

• Convention and event nametags

• Restaurant menus

• Event ticket stubs

• Point-of-sale receipts