Best Practice for QR Codes

display QR codes
where people can and will scan them

Collect different virtual landmark stickers with QR Codes & win prizes.
Source: pepsidrc.com

It needs to be easy, convenient and allow sufficient time (preferably with good wifi). You will need to decide if it is to be placed on a product label or packaging, or on signage like a check-in desk or front door. You will also need to consider the scale of the barcode. It isn’t a one size fits all solution and while the minimum size is 2x2cm you may want to consider.

mobile optimised & scannable

Sustainability labelling that outlines a product’s “positive attributes” via QR codes.
Source: burberry.com

Not just mobile friendly, your destination should be optimised for mobile devices. People will be using their phone to scan so that should be the platform you test first. It is still disappointing to see many QR codes that scan to websites that aren’t mobile friendly.

call to Action

Get information about Heinz’s new PET recyclable bottle.
Source: heinz.com

Frame the QR Code with a call-to-action and explanatory text. Be sure to include instructions and a call to action that tell people not only why they should scan your code, but what they will get or go to if they do. People need motivation to scan so be sure to entice them with an enticing reason. Eg. Scan to see more recipes, videos etc

multi-platform

Not just mobile friendly, your destination should be optimised for mobile devices. People will be using their phone to scan so that should be the platform you test first. It is still disappointing to see many QR codes that scan to websites that aren’t mobile friendly.

solve problems and make it easy

Posters of grocery store displays along the entire length of a subway walls and added QR codes. Tired workers could now do their grocery shopping while waiting for the train home and their groceries would be delivered shortly afterwards.
Source: tesco.com

If scanning a QR code solves a problem or makes something easier then people are much more likely to not only use the QR, but also keep coming back. Simply sending people to your landing page probably isn’t going to work to keep people coming back.

customise your QR code

Source: hennesy.com

Make them aesthetically pleasing. They don’t have to be boring black squares any more.
We are visual beings so be sure to consider the QR code as part of the overall aesthetic.
Make your QR code stand out with customised colours, frames and logos and increase brand recognition. Be sure that these changes don’t impact the QR code scannability: check contrast, quality and flatness ensure they scan ok.

avoid mobile consumption

If the person is already in a platform on their mobile device (like social media, videos and SMS) they will not be able to scan the code, so consider whether the placement of QR codes is appropriate and use traditional links and sharing methods for these channels.