THE QR CODE
They look like an indistinguishable pixelated picture, yet they are packed with
a lot of information. by Chris Zobel
A QR code( or Quick Response code) is a twodimensional code similar to a barcode that is readable by a, you guessed it, QR reader. These readers are free and available for download on smartphones. QR codes are easy to create *, and although they look indecipherable, they are encoded with messages that can contain text, an URL, or other information. There are multiple reasons why one might incorporate QR codes into their marketing campaign. In fact, the number one reason why consumers use them is to get a coupon, a discount or a deal and a close second is to get additional information.
Here are four rules from the Luckie Digital Group on using QR codes:
RULE 1: USE A SHORTENED URL Sometimes, simple is better. With QR codes, simple can make all the difference. Since QR codes are generated based on the amount of information they contain, the simpler the info, the more readable the code can be. Some codes can carry contact information and will be more complex. Others may be an URL. Whichever they may be, remember that this code will be printed and you want to ensure that the code can be scanned on the first try. Simplicity is the key.
In addition to simple codes, the size of the code is important as well. Couple size with complexity and you have a recipe for an ineffective code. Make the code large enough, so the user doesn’ t have to press their mobile camera against the code to scan it.
A bigger code will eliminate codes blurring and not scanning correctly. As with all marketing, code size is entirely dependent on the execution. Billboards vs. direct mail will have obvious size differences.
Also, try not to mess around with the color of the codes. Creating creative gradient codes may interfere with the way in which the codes are scanned.
In short... Keep It Simple & Scannable.
RULE 2: PROVIDE INSTRUCTION AND EXPECTATIONS Much of the conversation around QR codes is that U. S. QR usage is low. It’ s true; we’ re not at the forefront of QR usage, however, the U. S. boasted an 181 % increase in usage since earlier this year. So what’ s the problem?
With any new technology, the masses need to be led a bit and convinced. Since these codes are still in their infancy in the U. S., we’ ll need to handhold a bit to start. Once again, we’ re living in a society of“ What’ s in it for me?” which means transparency is key. You’ ll need to give the 140 million prospective users a bit of a QR 101 initially, and this can be accomplished by including instructional text with your codes to start. Instructions should start by telling users to scan the code with their smartphone. Next, and most importantly, let them know what they’ ll get after scanning it( Rule 4 will explain why this is so important.) It is a good practice to give the user an additional option if they don’ t want to scan the code. An URL or a text-to-code may be most effective. Lastly, there is a good possibility that the users may not have a 2D barcode reader. Readers are available for smartphones for free and they are universal, so there should be an abundance of readers to choose from. Let them know how to get a reader. Until these codes are fully adopted, instructions like this will make penetration progress much faster. Once the hype is over, and QR is mainstream, the codes will be on their own.