Barcode orientation depends on the curvature of the packaging
If the barcode is going on a flat surface (e.g. a cardboard box), the preferred orientation of the barcode is “picket fence” (where the barcode bars are vertical like a fence).
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 horizontal like a ladder). When a barcode is printed onto a curved surface sometimes the extremes of the barcode disappear around the curve, and can’t be read by a barcode scanner – rotating the barcode so it looks like a ladder avoids this issue.
Please note that barcode orientation can be determined by the printing process. Depending on the printing process you use, you may find that you get a much 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 direction of the print if possible.
Place barcode on a smooth surface
Make sure the barcode is placed on a smooth surface, so that no part of the barcode is on a crease or edge in the packaging. The barcode should not wrap around a corner. No staples should go through the barcode.
Ensure there is sufficient space around your 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. Make sure that these quiet zones are left as they are, and aren’t cropped off 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 down to 80% of standard size – ie. down to about 30mm wide x 20mm high. We don’t recommend reducing your barcode size any further than this.