Barcode Art: Could We Be Seeing More Of This On Product Labels?

Did you say Barcode Art?

Everyone knows what barcodes are. They're on nearly every product we purchase, from bread, to antifreeze and even nappies. Many of us don’t even pay attention to them (until we get to the self-scan tills and can’t find them anywhere on the item being purchased). They pretty much look the same… right?

That is, until you see this. Yes. Barcode art. A transformative way to turn these useful series of lines into beautiful expressions of art. And what a way to create a talking point on nearly every single product sold.

Barcode Art - The New Normal?

This new take on the original barcode is already a hit in Japan thanks to D-Barcode, a leading company specialising in these unique barcodes. Their barcodes have featured a range of clouds, a palm tree and even Hello Kitty. Many items displaying barcode art on their products opt to feature a design which is relevant to the item being sold, but this is not always the case.

With other design companies jumping on board, some would say that barcode art is slowly becoming the new norm in Japan. These designs have become so popular in Japan that a whole book, which is nearly always sold out, has been produced to showcase barcode art designs.

It’s not only Japan that’s intrigued by these new barcodes. Companies such as Nestle have integrated these barcodes with their smaller lines. Other companies such as Bear Naked, owned by Kellogg Co, has also adopted artistic barcodes on their granola bars.

Do they work?

Barcodes allow retailers to change prices without having to re-sticker every item. They also allow for a convenient way to keep track of stock amounts, which adjust every time a product is sold. In order for these artistic barcodes to actually operate they need to still be scan-able, and some worry that creating designs which encroaches on the barcode area space will render the system useless, ultimately leading to the manufacturer having to reprint every label and packet.

In order to scan, most retail barcodes need to be at least half an inch high, be in a colour that a scanner can read (so no reds, yellows or oranges), and also have blank space on each side. Some have suggested that this limits the usability and practicality of barcode art.

“Ooo! Look At This!”

We know the benefits of having eye catching packaging; why not expand on this by creating a distinctive barcode? Why don’t we making it a talking point? Barcode art would essentially generate word-of-mouth advertising in place of a standard barcode that would be present in any event. According to entrepreneur.com, word-of-mouth “is triggered when a consumer experiences something far beyond what was expected”. A consumer would expect a standard barcode on every product they purchase, but imagine, after those moments of searching for a barcode at the self-scan, not only do they find it, but they also find a unique design. If this isn't a talking point, I’m not sure what is.

Look good? Eye catching? Interesting? Of course! Do they work…? Maybe, maybe not, but arty barcodes definitely create a buzz.

Tammy Wiltshire is the Marketing Director for one of the leading label designers and manufacturers in the UK – Labelnet.

Featured image:

• License: Royalty Free or iStock source: http://fc09.deviantart.net/fs46/i/2009/227/d/c/boat_barcode_design_by_pogaldock.jpg