QR, or quick response codes have become the must have graphic for any flyer, poster, business card, even places like websites and programs aren’t devoid of this modern graffiti.

So, what exactly are they and what do they do?

QR codes are like a barcode made up of squares, which when scanned by an enabled device (usually Smartphones), deliver an action. They were designed for use in the motor spares industry, but due to their flexibility are now being used to aid in promotion and marketing of brands and their products. QR codes can point to a website, open a mail program to send an email, make a call, or just transmit text.

What are they good for?

I’ll get to that in a second, firstly let’s see how they are being used now. When some advertising guy in a grey suit tells the graphic designer to add a QR code to a promotional item or advertisement, he is hoping you will whip out your smartphone, scan the code, and usually go to the company website.

There are three main problems with the current use of QR codes.

1. No objective: you need to be clear on what journey you want the viewer on. Simply going to the front page of your website seems like a wasted effort. If they have gone to the trouble of scanning it, they really want to interact with your brand, or purchase a product, so take them to a more targeted page.
2. Size Does Matter: I would say roughly 70% of QR codes are too small. There are alot of things to take into account when considering size. Firstly, test on an older generation smartphone. The quality of the phone’s camera directly affects the ability of the QR code reader. Secondly think about where it is going to be displayed. I saw an ad yesterday on the underground with a tiny QR code. Think about how fun it would be straddling another passenger to get close enough to scan a QR code, nevermind the fact that strangers will assume you are taking photos of them....
3. Slow down Picasso: Alot of design agencies and marketing companies are getting way to arty with their QR codes. Infact, one of the better known ‘social media’ agencies in Glasgow developed their own QR code, that wouldn’t scan with my iPhone 4s, one inch away. You need square corners on these things, and the distinction between light and dark is also critical.

On a sideboard advertisement on the underground, the QR code, would need to be roughly 75% to 100% of the height of the ad, for the facing passengers to scan it discreetly, and herein lies the heart of the size issue. Most clients want already push for a bigger logo and less whitespace, so convincing them to give up the last 10cm of an ad to a QR code is not an easy sell.

If a QR code can’t be easily and comfortably scanned, REMOVE IT!!

So, what are QR codes good for? At the moment, they are good for funnelling interested consumers to a purchase, providing more indepth information, or so people don’t have to remember your businesses contact details. Down the track, I think there could be a very good marriage between direct mail and video content (ok, we are actually working on two projects right now that utilise these two elements of the mix). Remeber, the whole idea of advertising is to illicit a response or to build awareness, so use QR codes to aid that purpose, and you will find them very handy....

Ever wonder how many people actually use QR codes? Here’s an infographic you may like: