Intro
We all know what QR is – QR codes are those little squares you see everywhere these days. From the cafe menu to the flyer you picked up at the mall, they’re kind of taking over. But they’re there not just for show.
What’s the best way to use QR codes to boost your marketing and sales?
Wisdom for the Road – Key Takeaways before we move on to the main subject
- QR codes are versatile tools used across various marketing channels, from print to digital.
- They offer creative solutions in sales, like interactive packaging and event engagement.
- QR codes boost customer interaction by making it easy to access information and promotions.
- Tracking QR code performance helps businesses understand customer behavior and improve strategies.
- Best practices include making QR codes visible, easy to use, and secure to maintain trust. This last part is very important.
Creating a QR Code
You shouldn’t bother about creating a barcode because QR Generators will do that for you but it’s always useful to be able to decode the QR codes you see out there.
Structure of a QR Code
- Finder Patterns: The three large squares in the corners help scanners detect the QR code and determine its orientation.
- Alignment Pattern: A smaller square usually near the bottom-right corner, used for correcting distortions.
- Timing Patterns: Alternating black-and-white modules between the finder patterns ensure correct data module alignment.
- Format Information: Contains information about error correction and mask patterns.
- Data and Error Correction Areas: Encodes the actual information.
- Quiet Zone: The empty margin around the QR code that ensures proper scanning.
- Version Pattern: QR codes have 40 versions, and each version determines the size of the QR code and how much data it can store.
All you need to know about the versions
What are QR Code Versions?
- The version refers to the size (modules) of the QR code.
- Modules are the tiny black-and-white squares that make up the code.
- The version affects how much data (text, URLs, etc.) can fit into the QR code.
Version Breakdown:
- Version 1: Smallest QR code, 21 x 21 modules (squares).
- Each version adds 4 more modules per side.
- Version 40: Largest QR code, 177 x 177 modules.
How It Affects Data Capacity:
The higher the version, the more data it can store, and the bigger the QR code gets physically.
Choosing the Right Version:
- Small codes (Version 1–5): Best for short URLs or text.
- Larger codes (Version 6–40): Used for storing longer text, large links, or even files.
Most commonly, versions 1–10 are used in everyday applications, as they balance size and readability.
Decoding a QR Code
QR Code’s Important Parts
- What Must Be Visible:
- Big Squares in the Corners: These three large squares help the scanner find and position the QR code. They should always be clear and fully visible.
- White Space Around the Code (Quiet Zone): A clear space (at least the width of four small squares) must be around the whole QR code to avoid scanning issues.
- Data Area: The small black and white squares inside the code contain the actual information. They should have high contrast (dark on light background) and not be covered.
- What Can Be Covered:
- Middle Area (Sometimes): If the code has built-in correction features, you can place a small logo or icon in the center. The scanner might still read the code if it can recover the missing data.
- Background: Avoid putting the code on a busy or colorful background. A simple, light background works best.
Examples of Correct and Incorrect QR Codes
Correct QR Codes:
✅ High contrast: Black code on a white background.
✅ Clean and clear corners.
✅ Proper white space (quiet zone) around the code.
✅ No data areas are covered.
Incorrect QR Codes:
❌ One or more corner squares are missing or covered.
❌ No white space around the code.
❌ Placed on a busy or dark background.
❌ A large logo covers too much of the code, making it unreadable.
QR Code X-Ray
- Types of Information Stored: QR codes can hold numbers, letters, symbols, and even special characters like Chinese or Japanese symbols.
- QR Code Sizes:
- QR codes come in different sizes based on how much information they store.
- The smallest code has 21×21 squares (modules), which can fit simple data like a phone number.
- The largest code has 177×177 squares and can store long web links or detailed information.
- QR Code Physical Sizes:
- For small items like business cards, a QR code should be at least 2 x 2 cm (0.8 x 0.8 inches).
- For posters or signs viewed from a distance, sizes should be around 10 x 10 cm (4 x 4 inches) or larger.
- Fixing Errors (Error Correction): QR codes can still work even if part of them is damaged, thanks to built-in error correction levels:
- Low (L): Fixes small issues (up to 7% damage).
- Medium (M): Fixes moderate issues (up to 15%).
- Good (Q): Handles more damage (up to 25%).
- High (H): Can fix major damage (up to 30%).
This makes QR codes reliable, even when scratched, dirty, or partially covered.
QR Codes in Marketing
Adding QR Codes in Brochures
QR codes have become a staple in print marketing, transforming traditional media into interactive experiences. By adding QR codes in brochures, businesses can offer instant access to online content. This might include promotional offers, detailed product information, or even multimedia experiences. This simple addition turns static print into a dynamic gateway to the digital world.
To fully appreciate the potential of this strategy, it’s helpful to understand what a brochure is: a compact, printed piece designed to inform or persuade, often used in marketing to present key messages. When enhanced with QR codes, brochures evolve from passive content to active tools that seamlessly connect print with digital interaction.
Normally, when the brochure has a goal to download an app, it should be complemented with services like Onelink (https://www.onelink.to/) that will make sure that with one and only link, the client will be able to go to Apple Store or Google Play based on the device he/she owns.
Adding QR Codes to Business Cards
Your business card can hold plenty of valuable info, but you may have even more to share beyond what fits on the paper. Adding a QR code lets you provide people with details about your business, including your Google Maps (Google My Business), which includes opening and closing hours, location, directions, contact information, social media profiles, and even a portfolio presentation. All your professional achievements can fit into a little square.
When you have a code in your business card, you may link directly to your LinkedIn profile or combine it with services like v1ce and maintain your contact details which will also work via NFC.
Using QR Codes in Exhibitions
You must not overlook the use of QR codes in exhibitions. They’re a great way to share extra info with your visitors, so make sure to put them in smart spots around your booth and even on the branded t-shirts you and your team will be wearing. You can put a QR code for your product or service and link to a specific promo that will be valid during the event, or visual assets like a YouTube video, a blog post or a product page for more details. You can even direct the QR code to a PDF or an image gallery. Get creative with it—QR codes let you share tons of information, so show it off and let people scan away!
QR codes are versatile – treat them like this! Sometimes, just adding a smile to people’s faces and making fun is also enough.
QR Codes & In-Store Experience
Placing QR codes on product displays or shelves allows customers to get quick access to product details, reviews, or deals. This interactive element not only informs but also engages shoppers, potentially increasing sales. So, if QR codes are used smartly like this, they can guide customers to digital coupons or loyalty programs, improving their overall shopping experience and building loyalty.
The QR code connects the offline and online world, boosting brand interaction and making customer experiences more engaging.
QR Code Types in Marketing
QR Codes in Sales
Interactive Packaging Solutions
QR codes on packaging can give your customers instant access to product details, usage instructions, or even fun content like games or videos. You could scan an -otherwise boring- cereal box and get a quick video of a new recipe or a game for kids. Wow, huh? This method makes the product more engaging AND builds a stronger connection with the brand.
Engaging Customers at Events
Events = interaction, so events = QR codes. By placing QR codes around event venues, attendees can scan to get more info on schedules, speaker bios, fun facts or exclusive content. This could even include instant feedback forms or entry into prize draws. It’s a simple way to keep people engaged and informed throughout events.
Scavenger Hunts
Scavenger hunts are not only loved by kids – adults can enjoy them as well. It’s a fun and interactive way to engage customers and you can take advantage of QR codes to succeed. Let your imagination go wild – set up QR codes at events or stores and, when someone scans them, they get infos for the next clue. It’s a smart way to increase traffic (and fun) levels.
QR Codes & Customer Engagement
Direct Mail to Drive Traffic
Direct mail might seem old-school (spoiler: it’s old-school but it’s still effective), but pairing it with QR codes can turn it into something more modern. Though you might have already experienced it in your newsletter, let’s create a scenario: Imagine receiving a postcard that tells you about a sale but also includes a QR code that leads you to a special offer page. This increases the chances of the receiver to take action – and it also piques curiosity. Customers can be directed to personalized landing pages with exclusive deals, making them feel valued and more likely to engage with the brand.
QR Codes in Public Spaces
Places like bus stops, parks, event booths, and malls are must-spots for QR code campaigns. Having high foot traffic makes them perfect for reaching a broad audience and give quick access to promotions, event details, or even interactive content. It’s a great way to grab attention and get noticed.
Were there any QR codes in the UK across all ad placements underground? No, you didn’t. However, QR codes are permitted in advertisements within London Underground stations and trains. Their effectiveness has been a topic of discussion, so brands decided not to support them. Here are the two main considerations
Considerations for Using QR Codes in Tube Advertisements:
- Mobile Connectivity: Historically, limited mobile signal availability in the Underground hindered using QR codes, as passengers couldn’t access online content immediately. However, this limitation is diminishing with the expansion of mobile coverage across the network.
- Placement and Accessibility: It’s crucial to position QR codes where passengers can easily scan them without inconvenience and without including other passengers’ faces.
Loyalty Programs & QR Codes
Adding QR codes to loyalty cards or receipts can simplify collecting rewards or accessing special member-only content. People can easily scan it to check their points balance, redeem rewards, get personalized offers based on shopping habits, etc.
Analyzing QR Code Performance
Adding QR Analytics Tools & Using UTMs
Stop thinking of QR codes as ‘just links’. They’re here to help you understand how your campaigns are performing. But, in order to be able to get that valuable info, you need to implement certain analytics tools that’re used to track metrics. The main thing you have to do is create a UTM and watch how your QR code campaign performs in Google Analytics. What times do the scans peak, from which locations and more.
Measuring Engagement and Conversion Rates
Once you have your analytics tools in place, next you have to do is to measure engagement and conversion rates – this involves looking at how many people are scanning your QR codes and what actions they’re taking afterwards.
Are they just scanning and leaving, or are they signing up for a newsletter or buying something? Here’s a simple table to help you track these metrics:
| Metric | Description |
| Scan Volume | Total number of scans |
| Conversion Rate | Percentage of scans leading to a desired action |
| Peak Scan Times | Times when scans are most frequent |
Adapting to User Feedback
Analyzing data is great, but what’s even better is using that data to make good decisions. After gathering data from your metrics, it’s time to iterate and improve. Maybe your QR code placement isn’t the best, or perhaps the content linked to isn’t engaging enough. Make small tweaks and see how they affect your metrics.
Dynamic VS Static QR codes
There’re three main differences between those two types of QR Codes:
- One of them can be edited even after its creation.
- One is trackable.
- One lets you retarget users via Facebook Ads and Google Pixel.
The other cannot do any of those three things.
As you might have guessed already, the first one, which is the flexible option, refers to the ‘dynamic QR code’, while the latter refers to the ‘static QR code’.
Here’s the requested table comparing Static QR Codes and Dynamic QR Codes:
| Feature | Static QR Code | Dynamic QR Code |
| Can be edited after creation | ❌ No | ✅ Yes |
| QR scan tracking and analytics | ❌ No | ✅ Yes |
| Allows user retargeting | ❌ No | ✅ Yes |
| URL length | ❌ Long & complex | ✅ Short & tidy |
| Scanning speed | ❌ Slower ⌛ | ✅ Faster 🏃 |
| Multiple campaign delivery | ❌ No | ✅ Yes |
| Customization options | ❌ No | ✅ Yes |
This table clearly outlines the limitations of static QR codes and the flexibility provided by dynamic QR codes. Dynamic codes are better suited for businesses or campaigns requiring updates, tracking, and customization.
When to Use Static QR Code and When to Use Dynamic QR Code?
Here are some examples of using dynamic QR Codes:
- A marketing campaign QR code that initially links to a promotion, then updates to a new offer after a few weeks.
- A QR code on packaging that provides product information, which can be updated with new manuals or videos.
- Event badges with QR codes linking to attendee profiles that are editable.
- QR codes for digital tickets or payment systems where tracking is critical.
- A dynamic QR code for getting the menu, lets the restaurant update the menu URL or content without reprinting the table tent cards.
- En events, event locations or schedules may change (e.g., a venue change or timing adjustment), and with a dynamic QR code, organizers can update the link without distributing new flyers.
- Wi-Fi credentials may change often for security purposes, and a dynamic code allows the Wi-Fi details to be updated.
- For product details. Manuals, instructions, or videos may require updates to reflect new features, troubleshooting tips, or safety notices.
- For business cards. Professionals may change their job titles, phone numbers, or company affiliations.
QR Codes vs DataMatrix Codes
This is a typical misconception from users. QR codes and DataMatrix codes are both 2D barcodes, but they differ in structure, capacity, and everyday use cases. Here’s a clear comparison:
| Feature | QR Code | DataMatrix |
| Visual |  |  |
| Shape | Square (always). | Square or rectangular. |
| Finder Patterns | Three large squares in corners. | Two L-shaped lines for alignment. |
| Modules | Black-and-white square patterns. | Dense grid of black-and-white dots. |
| Maximum Characters | 4,296 alphanumeric characters. | 2,335 alphanumeric characters. |
| Numeric Data | Up to 7,089 digits. | Up to 3,116 digits. |
| Efficiency | Efficient for larger data sizes. | Better for small, compact data. |
| Size | Grow in size (more modules) as you add more data, up to 177×177 modules (Version 40). | Compact and efficient, often staying small, even with significant data. |
| Error Recovery | Up to 30% (Level H). | Up to 30% using Reed-Solomon. |
| Reliability | Strong with logos and larger size. | Excellent for small codes. |
| Scanning Performance | Easy to scan with smartphones and scanners. | Requires industrial scanners for small or very dense codes. |
| Use Cases | Marketing, websites, and payment links.Mobile scanning and social media.Retail and consumer applications. | Industrial use: labels, parts, and products.Small items: medicine, electronics, logistics.Compact, high-density printing needs. |
10+2 Frequently Asked Questions About QR Codes
A QR code can store many types of text, including URLs, plain text, phone numbers, email addresses, and even Wi-Fi login details.
o, but the background should be light, and the QR code itself should be dark for good contrast. Avoid patterns or busy backgrounds that can interfere with scanning.
Probably not. The more text you encode, the more complex the QR code becomes. A very small QR code with too much data might be unreadable. Use larger sizes for longer content.
No, only three corners have large squares. These help scanners recognize and align the code. The fourth corner has smaller patterns used for positioning.
Yes, QR codes are always square because their structure relies on evenly spaced modules. However, you can style the design a bit while keeping its square layout intact.
It depends on the QR code version. It can store up to 4,296 alphanumeric characters or 7,089 numbers if the maximum size is used.
Yes, if you use a high error-correction level (Q or H). This allows the QR code to remain scannable even if part of it is covered by a logo or design.
No, QR codes don’t need the internet. However, if the QR code links to a website, the user will need internet access to visit the link.
Technically, no. However, if it points to a web link that no longer works, the code will become useless.
Yes, but ensure there’s good contrast between the code and its background. A dark QR code on a light background works best. Avoid light colors or similar shades.
No, you do not always need to pay to generate a QR code. There are many free tools available online that allow you to create QR codes for basic purposes, but the features they offer are often limited.
Dynamic QR Codes: You can edit the content (e.g., change the URL) even after printing the code.
Customization: Paid solutions allow you to create branded QR codes with your logo, custom colors, and design to match your branding.
Analytics & Tracking: Paid services include tools to track scans, such as when, where, and how often the QR code is scanned.
Higher Error Correction: Enhanced error correction ensures QR codes remain scannable, even if partially damaged.
AI couldn’t be absent in QR codes creation
By analyzing various solutions, we noticed one (namely: onlineQRCode) that offers a fantastic solution incorporating AI Algorithms in QR Code creation. We tested it, and we were amazed! We described how we wanted our QR code to look, and then AI worked its magic. As an AI-first Agency we interviewed Petra Davis (Communications Manager of OnlineQRCode). That’s what she told us:
“We recognize the transformative role AI plays in revolutionizing the process of creating QR codes. We are committed to pushing the boundaries of innovation by integrating advanced AI-driven features into our tool. This ensures users not only have access to seamless QR generation but also benefit from smarter, more efficient functionalities that adapt to their evolving needs.” — Petra Davis, Communications Manager of OnlineQRCode
Outro
QR codes have experienced a remarkable resurgence, earning a second life.. While once considered a passing trend, the global response to COVID-19 reshaped how we interact with technology, making QR codes essential for touchless communication. From restaurant menus to digital payments and contact tracing, their convenience and versatility have proven indispensable.
As businesses and consumers continue to seek seamless digital interactions, QR codes have evolved from a niche tool into a vital bridge between the physical and digital worlds. Their second chance isn’t just a revival—it’s a transformation driven by necessity and embraced through innovation. The future of QR codes looks brighter than ever, powered by the lessons of the past and the demands of the present.
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Theodore has 20 years of experience running successful and profitable software products. In his free time, he coaches and consults startups. His career includes managerial posts for companies in the UK and abroad, and he has significant skills in intrapreneurship and entrepreneurship.
