My suggestion.

See link

sur le rouleau d'impression - par exemple plus large que haute, ou inversément

"Label Layout

A typical label or tag has a top, a bottom and two sides―that is unless it is round or oval shaped. Label measurements in the US are figured in terms of inches to synchronize with production and printing equipment made here in the States. If necessary, we will convert label metric dimensions to inches.

As you look at a label, converters like EIM often describe what you call the label width in terms of the “across the web” dimension. It may help to compare a label “web” to a bolt of woven cloth, where the roll is measured by its web width. Usually the label width “across” is the longest dimension of the label to make designing and printing easier―especially if you are including a lot of text or a barcode. NOTE: For circles or ovals, you should look for the diameter or widest dimension tip to tip for the width “across the web.”

Label LayoutWe call the label height (top to bottom) the “along the web” direction which describes the way the labels feed through printing equipment. While this dimension is often less that the width across, there are some times where you simply have to have a taller/longer label. For instance, certain small printers only have narrow print heads, so labels must be made that rotate the width and length. Fortunately, label design software like Seagull’s® BarTender® let you easily switch settings between landscape and portrait printing, just like Word® documents, so you can still print your text or barcodes across the widest part of your labels. "
http://www.barcode-labels.com/technical-support/label-lingo-...

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