Working with QR Codes
For good reason, 2011 has been called the year of the QR code. Those small squares have been popping everywhere, from magazines to flower pots.
QR Codes (short for quick response codes) act as “jump points” to the Internet because they connect the physical world with the Web. When you scan a QR code with your phone, it connects you to additional mobile content.
Companies use them to connect with customers, capture data, and share exclusive content. However, when the how and why of QR Codes aren’t considered, they become nothing more than the next marketing gimmick.
Here are a few pointers to effectively use them.
Size matters: QR codes shouldn’t be smaller than ¾ of an inch. Most smartphones' relationship between scan distance and minimum QR code size is approximately 10:1. So a 1-inch QR code will have an effective scan distance of about 10 inches.
Less is more: Although a QR code can hold nearly 4,300 alphanumeric characters, most mobile phone cameras can only recognize QR codes up to 60. For more straightforward codes, use a link-shortening service like bitly.com or tinyurl.com. A code that contains less data will be easier to read by a more significant number of devices.
Mobile in mind: You’ll get a much better response if you design the content a code links to specifically for mobile. Although iPhone and Android phones accurately display websites, mobile sites go one step further with a pared-down experience, allowing users to access information without zooming or searching extensively.
Limited design: I’ll admit, QR codes are pretty ugly. But before changing the color to that perfect shade of lemongrass or incorporating your company’s logo, be warned. It’s best to keep the code high-contrast and straightforward for the highest number of people to scan it. If you alter the code in any way, be sure to test it before you use it.
Pixel Puzzle: While QR codes are gaining popularity, many people do not understand what they are—much less have the software to read them. Consider placing a short description of the code, how to scan it and where to download the scanning software.
Gone in a flash: Recently, I noticed a QR code at the end of a television commercial. Now, while I often have my phone nearby while watching TV, I don’t have it in hand, pointed at the screen, ready to scan a code appearing for mere seconds. If you use a QR code on TV, please leave it up long enough for someone to scan it.
Consider your content: Linking a QR code to a website full of copy is as exciting as watching grass grow. Where is the engagement? Instead, please link to a game/survey with prizes like a coupon or direct them to a video on the topic. At a minimum, include images! If someone has gone to the trouble of scanning your QR code, the last thing they want to see is bland content. Give them something valuable.
Test, test, and test again: Before you print a QR code on your next marketing piece, test it with a few different phones and scanners. Each device and reader will perform differently, so while your phone and scanner can read the code without a hitch, your customers may not.
These QR Code guidelines aren’t rocket science but can result in a poor experience if ignored.
Originally appeared on the Pivot Marketing blog.