Where to put the barcode on your product

Barcode orientation – fence vs ladder

If the barcode is placed on a flat surface (e.g., a cardboard box), the preferred orientation of the barcode is “picket fence” (where the barcode bars resemble a fence, and the barcode number is at the bottom).

If the barcode is going on a curved surface (e.g. a bottle), the preferred orientation of the barcode is “ladder” (where the barcode is rotated so that the bars are like a ladder). When a barcode is printed onto a curved surface, the extremes of the barcode can sometimes disappear around the curve and can’t be read by a barcode scanner. Rotating the barcode so it resembles a ladder helps avoid this issue.

Please note that the printing process can determine barcode orientation. Depending on the printing process you use, you may find that you achieve a significantly higher printing quality if the bars of the barcode run in the direction of the print (“web direction”). In this situation, it is best to print the barcode in the same direction as the print if possible.

Place the barcode on a smooth surface

Ensure the barcode is placed on a smooth surface, ensuring that no part of the barcode is positioned over a crease or edge in the packaging. The barcode should not wrap around a corner. No staples should go through the barcode. Don’t print on perforations, seams, folds, or absorbent paper.

Sufficient space around the barcode

Make sure there is sufficient space around the barcode symbol, and that other symbols or text don’t encroach on it. A retail (EAN-13 or UPC-A) barcode has a 2mm-3mm “quiet zone” (blank margin) on both the left and right sides. Ensure that these quiet zones are left intact and not cropped or overlapped with other symbols/text.

If you have small packaging or limited space for the barcode symbol, you can reduce your EAN-13 (or UPC-A) barcode to 80% of its standard size, i.e., approximately 30mm wide x 20mm high. We don’t recommend reducing your barcode size any further than this.

Avoid printing too close to the edge of a product. This is where the checkout operator may hold the item, thereby blocking the barcode. 8mm from the edge is the official recommendation, and no closer than 5mm.

Books and Magazines

Book ISBN barcodes should be printed on the lower right of the book’s back cover.

Magazine and newspaper ISSN barcodes should be printed on the front cover at the bottom.