QR codes can be a very effective tool when used in the right place.
A QR code on a sign or flyer is helpful because it provides instant access to additional information about your brand, such as a product, service or event.
QR codes can be engaging, giving your audience an interactive experience which captures attention and encourages further interaction with your brand.
Printed marketing materials often have limited space for conveying information. QR codes provide a space-efficient solution by condensing content into a small, scannable code, allowing you to include more information without cluttering the design.
QR codes can be tracked and analyzed to gather insights into consumer behavior, such as scan rates, geographic location, and time of scan. This data can help assess the effectiveness of the print campaign and allow you to refine the strategy for better results.
It’s important, however, to use the QR code where it makes sense:
Know your audience. If your target audience isn’t familiar with QR codes, the code may not yield significant results. Consider your audience’s demographics and technological habits.
Think about where your audience will encounter the QR code. If they're unlikely to have access to a cellphone at that moment, such as the example above, when viewing a car sticker, or a billboard, or email, it might not be the best choice. We've had clients propose these ideas, but we typically advise against them. If someone's viewing the email on a mobile device, they can't scan the code, but they can effortlessly click on a link or button.
If using a QR code at an event, make sure there is easy and strong access to internet connectivity. If the code can’t be accessed, not only is it a frustrating experience for your audience, it doesn’t look good for your brand.
If you do plan to use a QR code, make sure it is well designed and placed prominently.
Using QR codes excessively or in inappropriate contexts can dilute their impact and annoy your audience.
Avoid cluttering marketing materials with too many QR codes. Ensure that each code serves a clear purpose and adds value to the user experience. Make sure the codes provide valuable information to the user and that the information is a positive reflection of your brand.
Use a reliable QR code generator. We use bit.ly as a QR code generator.
Check that the QR code is easily scannable by making it large enough and ensuring sufficient contrast between the code and the background. For optimal readability, use a dark QR code on a light background or a light QR code on a dark background.
I hope this helps. I'm happy to answer any questions about this topic.
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