idfive | informed design

Thankfully “quick response”, or QR, codes are starting to catch on in the US and in a big way. I’ve seen them pop up everywhere from trendy coffee shops to the library. Whether it’s been printed in a magazine on a table tent or used online to download content directly to your phone, QR codes are working their way into our lives and we’re starting to expect certain results when we scan one.

Often there is some kind of call-to-action associated with or at least near the QR code that sets your expectation. But after you scan the code, often times your expected outcome isn’t as well thought out as the delivery. There are a few things to consider when launching a QR code campaign.

1. Who’s the Audience?

This should be a simple question to answer since you’ve undoubtedly done your research on the product you’re marketing. What you’ll need to ask yourself is if that audience is willing to, or knows how to, scan a QR code. My parents are pretty tech savvy for their age (mid-late 50s) but I don’t see them or their friends taking out a smartphone while walking down the street to snap a pic of a QR code. This, of course, is a generalization and your research may prove other wise, but you get the idea.

2. How Will They Scan It?

Most newer smartphones come with a preloaded app that allows users to scan barcodes, QR codes and some other types of encoded data. One thing to keep in mind though is that not all “QR” style codes are created equal. If you read Wired or a few other magazines you’ve probably seen the Microsoft Tag codes or other types of codes that stray away from the “traditional” two dimensional barcodes developed by DENSO back in 1994. Although these newer variations on QR codes are often better looking or colorful often require a specific application to be scanned. The average user in your target audience probably only keeps one, maybe two, scanner applications on their device (including the preloaded app) creating another barrier between them and your content if they don’t already have it.

Microsoft Tag Example

3. Location(s) – Where Will Your Code be Available?

 There are a large number of places that are optimal for placing a QR code. A magazine or a postcard, on your website or on a sticker in your window. However, if that window is on a subway car you might want to think again. Although some subway stations do have cellular data access points not all do and if you’ve placed your ad in the wrong one, well it could render your QR code useless. Also consider how far above ground your ad will be since smartphones often cannot connect or are in airplane mode at 30,000 ft.

Found in a subway with very little mobile phone connectivity.

4. Make It Visible

Duh, right? Well take a second and think. QR codes can often work as small as 3/4 of an inch and have built in error correction so there’s no need to make it huge or protect it with a layer of varnish. But if you place it where it may be unintentionally covered by an address label on a magazine or obscured by another barcode printed by the post office, no one is ever going to see your content. Also be careful when using color in your QR code. Though people have done some extraordinary things with QR codes including some stellar Lego QR code ads and even a great viral video by Skanz who painted a GIANT qrcode that could only be scanned while skydiving. Do what makes sense but always be sure to test your creations on more than one device and with more than one app. Even some of the simplest changes can break your QR code if you’re not careful.

Just like any good campaign, if you plan ahead you shouldn’t run into many problems.

Happy Tagging!

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