QR codes have gained tremendous popularity in recent years, thanks to the increasing ease of scanning them with mobile phones. Gone are the days of needing separate apps; now, it’s as simple as using your phone’s camera to point at the QR code. Initially developed for efficient part tracking in car factories, QR codes have found a versatile role in our everyday lives, especially for marketing purposes.

However, it’s crucial to remember that QR codes should be used purposefully, rather than as mere novelties. Using them indiscriminately can negatively impact your campaign. In this article, we’ll explore the dos and don’ts of QR code usage.

1. Where to Implement QR Codes

When deciding where to place QR codes, consider their usefulness and time-saving potential for users. For example, adding a QR code to a luxury brochure, which is designed to be kept, may not be practical. Users are likely to type the website address manually, considering they’re already engaged with the brochure.

On the other hand, QR codes are highly effective on disposable items such as business cards, flyers, or postcards, especially when you’re promoting your products or services in dynamic settings like roadshows or trade fairs.

Avoid using QR codes in digital communication like emails or websites, as these mediums are better suited for clickable links.

2. When to Use QR Codes

QR codes prove invaluable when you want to direct your audience to a specific web address that may be challenging to remember. For instance, using a QR code to link to a dedicated landing page for a marketing campaign allows you to track visitor data with tools like Google Analytics, enabling you to measure your campaign’s success.

If your web address is not easily memorable, QR codes become a necessity. Musicians, for example, can benefit from QR codes to guide their audience directly to less memorable pages on platforms like Bandcamp, Apple, or Spotify.

3. Ensuring Functionality

It’s essential to test your QR codes to ensure they work effectively. Adequate “white space” around the code and high contrast, typically in black and white, yield the best results. For smaller print materials like flyers and business cards, maintain a minimum size of 10mm. For larger media like pop-up banners, check if they work from a reasonable distance.

Avoid using fuzzy or low-resolution codes, and opt for formats like EPS, SVG, or PDF.

4. Providing Alternatives

Not everyone is tech-savvy or inclined to use QR codes, so always include the full web address for those who prefer traditional browsing. This approach also allows you to maintain control over your online content, especially if web addresses change.

Given the expense of printed materials, careful consideration is essential before printing.

5. Avoid Overuse

Limit the use of QR codes to one per page, card, or flyer, as people tend to scan only once. Multiple codes might lead to unintentional scanning of the wrong code, potentially providing irrelevant content. Creating dedicated landing pages for individual QR codes ensures information is presented as intended.

6. Mobile-Friendly Content

Since QR codes are primarily used on mobile devices, ensure that the target content is mobile-friendly. Landing on a page that’s not optimized for phones or tablets can deter users.

7. Creating QR Codes

Creating QR codes may seem straightforward, but there are considerations to keep in mind. Many websites offer QR code generation services but be cautious of added data or hidden costs. One recommended free QR code generator is QR Code Monkey. If you’re working with a professional graphic designer, consult them about the creation process.

If you require assistance with designing printed materials, campaigns, or enhancing your online presence, please don’t hesitate to reach out to us through the contact form below or on our contact page.

Update October 2023

While I’ve been critical of QR codes on websites in the past, it’s worth noting that they can be highly useful when you expect a majority of your visitors to be using mobile devices. An example is our project, Jazz Events Live, where we’ve generated a QR code for every page on the website. This allows for easy on-site sharing via social media. Instead of cumbersome sharing methods, visitors can simply scroll and have someone scan the code, making live sharing effortless.

Check out this short video on youtube.