How to Choose the Right GS1 QR Code Colors
GS1 QR codes are a smarter version of barcodes designed for global supply chains. You will see them more in the following years as they complement and eventually replace the standard barcode we’re used to seeing on product packaging.
The big difference? These QR codes still make that “beep” at the register, something regular QR codes can’t do.
While most manufacturers choose black-on-white as GS1 QR codes colors, that doesn’t mean those are the only options. Some brands pick other colors to match their packaging design, stand out on shelves, or align with brand identity.
In some cases, lighter palettes are used for premium products, or darker themes for bold, modern looks.
This post will explain what colors are applicable for the QR code and its background so that your codes scan reliably and meet GS1 and ISO/IEC 15415 (International Organization for Standardization/International Electrotechnical Commission) guidelines.
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GS1 QR code colors guideline
When using a GS1 QR code generator online, we should consider some things, like the colors. It may seem like a small detail, but this element matters.
Manufacturers often choose colored QR codes over the standard black-on-white for visibility and branding purposes. However, these codes are not just scanned but also graded by a barcode verifier. Both the code and its background are evaluated.
When selecting colors, the following guidelines should be followed to ensure the QR code meets 2D barcode quality specifications. This is so the data in your GS1 QR like GTIN can easily be read.
When to use red
Red might seem like a bold color choice, but it has severe limitations in GS1 QR codes. Most supply chain barcode scanners use red light, which makes red or similar shades nearly invisible to them.
From the scanner’s point of view, using red as foreground is like placing a white QR code on a white background; it’s invisible.
Red can still be used as the background color. The key is pairing it with a dark-colored symbol that absorbs light and creates a strong contrast. Think of red as acting like white for this instance, so use a dark shade like black, dark blue, or dark green for the QR code itself.
Most image-based scanners, like those in smartphones and modern point-of-sale (POS) systems, use white light and may still pick up red-on-white codes. However, QR codes powered by GS1 are held to a higher standard.
They must pass grading based on contrast to ensure readability across the entire supply chain, not just these devices.
Contrast is key
It's crucial to consider the color contrast in a GS1 QR. Otherwise, the important data stored in the QR, like the GS1 Application Identifiers, won't be decoded, which can cause serious issues along the supply chain.
Aside from the red rule, it’s not the color that matters; it’s the contrast between the code and the background. Contrast means the difference in how much light the QR code and its background reflect.
The QR code’s color should absorb more light (reflect less), while the background should reflect more light. This difference helps the scanner see the dark and light areas forming the code’s pattern.
Barcode scanners don’t rely on human vision. They mostly use red light to measure how much is reflected back from the surface, a process called luminous reflectance. If there isn’t enough difference between the QR code and the background, the pattern becomes unreadable.
There are many color contrast tools available online, but some are based on the WCAG (Web Content Accessibility Guidelines), which operate on different principles. WCAG tools are meant for digital screens that use light emission, not printed barcodes that rely on light reflection.
To get an accurate check, use contrast tools designed for luminance or reflectance values in print.
But still, bear in mind the first guideline about red. Most of these tools don’t account for how barcode scanners behave, and results may show a passing percentage, but will fail when scanned.
Inverted color contrast
So far, we've covered the standard dark-on-light setup (normal reflectance). GS1 also permits the reverse: a light QR code on a dark background, known as reverse reflectance.
Reverse reflectance guidelines according to GS1:
- Use light colors (like white, yellow, orange, or red) for the QR code squares. Matte white works best.
- For the background, use dark colors (like black, dark blue, dark green, or dark brown).
Why inverted colored QR codes may not work with smartphones:
Built-in or downloaded QR scanner apps are primarily designed to look for a dark QR code on a light background.
Although the information inside a QR code doesn’t depend on color, the way the scanner sees it does. Inverting the colors changes the pattern, which may confuse smartphone scanners, resulting in incorrect decoded data or failing to scan.
Do not use gradients
A gradient is when one color gradually changes to a different shade or a completely different color—for example, dark blue fading into light blue, or purple blending into pink.
These product QR codes should not use gradients. One key reason is a verification rule called modulation. It checks whether the dark and light areas of the QR code are clearly and evenly different in brightness. This helps barcode scanners detect the pattern properly.
Even if the QR code and background seem to have enough contrast overall, gradients can still cause problems. That’s because the color isn’t consistent. Parts of the code may become too light or too dark, making them hard or impossible to scan.
Most smartphones and image-based scanners can read gradient GS1 2D barcodes without much trouble. However, barcode scanners commonly used in retail and logistics will often struggle to scan them.
Always use solid, flat colors with even brightness to ensure the code is readable. Avoid using gradient effects.
Why colors for GS1 QR codes matter
A scannable barcode is an effective barcode. This is why choosing the right GS1 QR code colors matters, and more specifically, why the right color contrast makes the barcode work.
Following GS1 and ISO/IEC guidelines ensures that QR codes are readable by both barcode scanners and smartphones.
It’s not just about choosing good colors but about avoiding combinations that reduce reflective contrast, confuse scanners, or interfere with how the code is detected and decoded.
Understanding these rules helps avoid scan failures, reprints, and delays. It ensures the QR code performs reliably throughout packaging, retail, logistics, and the supply chain. Getting the colors right may seem like a small detail, but it plays a big role in making the QR code work as intended.
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