Barcode technology was first patented in 1949, but engineers developed the UPC code in the 1970s to meet the demand for greater efficiency in grocery stores.
The story of barcodes doesn’t start in supermarkets—it actually began in 1949. Two inventors, Norman Joseph Woodland and Bernard Silver, filed a patent for a product classification system based on concentric circles—a primitive version of the barcode they called the bullseye code. The idea struck Woodland while he was idly drawing lines in the sand at a beach and realized that the lines could represent data, much like Morse code.
However, this invention faced technical challenges. The system required a powerful 500-watt light source and a special conversion tube, making it complex and impractical to use. Jordan Frith, a communication professor at Clemson University, described Woodland’s system as an invention ahead of its time, demanding conditions that could not be met with the technology available at that period.
In addition to the bullseye code, there were other attempts to create product scanning systems. In 1967, the KarTrak system was introduced to identify and track goods on trains. Although KarTrak used colored barcodes scanned by lasers, it ultimately failed due to incompatibility with computer systems and its susceptibility to harsh weather conditions, which made barcode reading unreliable.
In 1969, IBM began exploring the development of a more efficient product identification system. Paul V. McEnroe, who led IBM’s barcode development team, was tasked with finding an innovative solution without immediate concerns about profitability. Collaborating with marketing expert Sarkis Zartarian and engineer Mort Powell, McEnroe proposed that IBM should venture into the retail industry.
McEnroe’s team quickly delved into research and development, drawing in talented engineers from various fields. One of the most crucial members of the team was George Laurer, who demonstrated that Woodland’s bullseye code would not meet long-term needs due to limitations in space and print accuracy. Instead, Laurer developed a simple linear barcode design with parallel bars that could be scanned in any direction.
While the IBM team was developing the UPC barcode, a competition was held in 1972 by the National Association of Food Chains (NAFC) to find the best product identification system. IBM submitted its UPC barcode design, competing against six other companies, including Woodland’s original bullseye code. Ultimately, IBM’s design won due to its practicality and high efficiency, marking a significant turning point in the creation of the UPC.
During this process, Woodland also played a notable role in IBM’s success. The inventor of the bullseye code joined IBM’s research team and contributed to the refinement of the UPC code, giving IBM a significant advantage in the competition. Through relentless efforts, McEnroe’s team persuaded the NAFC to adopt their barcode as the industry standard.
After the UPC code was approved, IBM developed the hardware and software needed to support barcode scanning. However, the implementation was not easy. Some stores refused to adopt barcodes out of fear that it would lead to job losses for employees. Others were concerned about health safety when using laser scanners, prompting IBM to hire an independent company to verify that the scanners were safe.
Carol Tucker-Foreman, director of the Consumer Federation of America, initiated a movement against barcodes, arguing that the UPC code undermined price transparency. According to her, when individual price tags were removed, consumers would lose the ability to compare prices. States like New York and California even passed laws requiring price labels on each product.
Despite the opposition, barcodes gradually gained recognition due to their significant cost savings and accuracy in inventory management. By the early 1980s, the UPC code was adopted by many major grocery stores, and by 1989, barcodes were used in more than half of all retail sales in the United States.
Although the UPC barcode was the result of collective effort, Paul McEnroe believed that George Laurer deserved the most recognition for his contributions. In his later years, Laurer was honored with induction into the Engineering Innovation Hall of Fame for his work. Remarkably, none of the IBM team members became wealthy from the barcode, as they all agreed to relinquish their ownership rights in order to make the technology publicly available. This altruistic decision allowed the barcode to become a global tool serving everyone.
Today, barcodes are used not only in the retail sector but also in other industries such as healthcare, transportation, and even on autonomous vehicles on Mars. From an invention born on a beach to a global management tool, barcodes have transformed the way we interact with the world, optimizing efficiency and supporting businesses in their growth.
Barcodes are not just a technology; they are a testament to innovation and the power of science in turning ideas into reality. Their widespread use has become a symbol of a connected, transparent, and ever-progressing economy.
