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 .