2D Barcodes Explained: QR Codes, Data Matrix, PDF417 and More

Pull out your phone, open the camera, and point it at a product. Chances are, there’s now a square code somewhere on that label that links to a website, a batch record, or a full allergen breakdown. That’s a two-dimentional matrix code – and if you’re making labelling decisions, understanding the differences between the main types will save you a lot of trouble.

This guide covers what matrix codes are, how the most common formats compare, and which is right for your application – with a focus on UK labelling requirements.

What Is a 2D Barcode?

A 2D barcode encodes data both horizontally and vertically, using a matrix of modules – tiny squares or dots – rather than parallel lines. That two-dimensional structure gives these codes their main advantage: far greater data capacity in a smaller physical footprint than any linear format.

Where a standard 1D barcode maxes out at around 85 characters, a matrix code can hold thousands – a QR code up to 4,296 alphanumeric characters, a Data Matrix up to 2,335. That density makes them the obvious choice for encoding batch numbers, expiry dates, URLs, and serial numbers all in one symbol. Built-in error correction means most formats can still be read even if up to 30% of the code surface is damaged.

The Main Types of 2D Barcode

QR Codes

QR (Quick Response) codes are the most widely recognised matrix barcode format in the world. Developed originally for automotive manufacturing in Japan, they became a consumer phenomenon once smartphone cameras could read them natively.

The three distinctive square position markers allow scanners to orient the code instantly from any angle. QR codes can store up to 7,089 numeric digits or 4,296 alphanumeric characters – URLs, text, binary data, or Kanji.

On product labels, they’re used to link consumers to product pages, nutritional information, how-to guides, or brand content. Under GS1’s Digital Link standard, a single QR code can simultaneously carry a product’s GTIN for point-of-sale scanning and a URL for consumer engagement – doing the job previously requiring two separate barcodes. GS1 Sunrise 2027 is driving UK retailers to accept these at the till. If you’re planning new packaging, this transition is worth understanding now.

Data Matrix

Data Matrix codes share the square grid appearance of QR codes but have a distinctive L-shaped solid border on two sides – the finder pattern – that sets orientation for scanning. They’re significantly more compact than QR for equivalent data, encoding up to 2,335 alphanumeric characters.

That compactness makes Data Matrix the dominant choice for small item labelling. It’s mandated for NHS medication doses under GS1 UK requirements – the code has to fit on a syringe or blister pack where a QR code wouldn’t. It’s also standard in electronics manufacturing, aerospace component marking, and pharmaceutical distribution. If you’re supplying into NHS procurement, Data Matrix is your format.

PDF417

PDF417 is a stacked format – multiple rows of encoded data arranged in a wide rectangle rather than a square matrix. You’ll find it on UK driving licences, airline boarding passes, and complex logistics documentation. Less common on product labels, but useful for patient wristbands or shipment documents where high data volume and laser scanner compatibility are both needed.

2D Barcodes and GS1 Standards

GS1 governs barcode use in retail and supply chains globally, and 2D formats are increasingly central to their standards work. GS1 DataMatrix uses the Data Matrix format with GS1 Application Identifiers to structure data consistently – it’s mandatory across NHS supply chains, pharmaceutical packaging, and surgical instrument traceability. GS1 QR Code (Digital Link) carries a structured web address embedding the product’s GTIN and other data fields, allowing one code to serve both point-of-sale scanning and consumer engagement. From 2027, UK retailers are expected to accept these at the till as part of the Sunrise 2027 initiative.

QR Code vs Data Matrix: Which Do You Need?

This is the question most label buyers face. The short answer:

Choose QR when your primary use case is consumer-facing – linking to product pages, allergen information, how-to videos, or brand content. Any smartphone reads them without specialist hardware.

Choose Data Matrix when the label is small, the application is regulated (healthcare, pharma, food traceability), or you’re supplying into NHS or pharmaceutical supply chains. It’s more compact and is the GS1-approved choice for regulated healthcare items.

Both formats support GS1 Application Identifiers and error correction. The decision usually comes down to label size, scanner infrastructure, and industry requirements.

Printing 2D Barcodes: Why Quality Matters

A linear barcode scanner reads one row of bars. A 2D scanner has to resolve an entire grid of modules – so print quality failures have greater consequences. Module size, contrast, and quiet zone compliance are all critical. An undersized Data Matrix on a pharmaceutical label printed at insufficient resolution will fail at the hospital scanning station.

Our Screen UV inkjet press at 600dpi handles most 2D barcode label applications on polypropylene and synthetic substrates. For premium paper labels where sharper module definition matters – artisan food, luxury drinks – the Xeikon dry toner press at 1200dpi is the better choice. Always verify 2D labels before production sign-off; ISO 15415 is the relevant standard for matrix codes.

Frequently Asked Questions About Matrix Barcodes

Can a standard barcode scanner read QR codes and Data Matrix? Not necessarily. Older laser scanners are designed for 1D linear barcodes and cannot read 2D codes. You need an imaging-based (2D) scanner or a smartphone. Check your existing scanner documentation before specifying a 2D format on labels destined for your warehouse or customer’s goods-in process.

What’s GS1 Sunrise 2027 and does it affect my product labels? Sunrise 2027 requires UK and global retailers to accept 2D barcodes at point of sale by 2027. Products currently using EAN-13 may transition to QR codes carrying equivalent data. If you’re planning a packaging refresh, factor this in now rather than reprinting again in two years.

Do I need a GS1 licence to use a QR code or Data Matrix? If the code carries a GTIN or other GS1 data, yes – GS1 UK membership gives you valid company prefixes. Using invented numbers creates codes that can conflict with other products in retail systems.

What size should a Data Matrix code be on a small label? GS1 recommends a minimum module size of 0.495mm for printed Data Matrix codes, giving a minimum symbol size of roughly 5mm x 5mm for the smallest standard configuration. Print quality at that size demands high-resolution printing. Our team can advise on minimum viable dimensions for your label size.

Can Positive ID Labels print QR codes and Data Matrix codes with variable data? Yes. Variable 2D barcode labels – where each label carries a unique code, serial number, or URL – are a core part of what we do. Call 01332 864895 to discuss your requirements and volumes.

Are QR codes free to use? The QR code standard itself is in the public domain – no licence fee to use the format. However, if your QR code carries GS1-structured data (GTIN, batch, expiry), GS1 UK membership is required to ensure globally unique identifiers.

Get Your 2D Barcode Labels Printed to Standard

Whether you need GS1 DataMatrix labels for NHS supply, QR codes for consumer packaging, or variable data 2D codes for traceability – Positive ID Labels has the press capability and the compliance knowledge to get it right.

Get competitive pricing without compromising quality. Contact us on 01332 864895 for a no-obligation quote, or use our enquiry form to send through your specification. Free samples available on request.

Related guides: A Plain English Guide to Barcode Symbologies | 1D Barcodes Explained | GS1 and EAN-13: A UK Guide | GS1 Sunrise 2027 | View our Barcode Labels