The 2nd life of QR Codes

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.

Technical Specifications of a QR Code

1. 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 about the versions

What are QR Code Versions?

1. The version refers to the size (modules) of the QR code.
2. Modules are the tiny black-and-white squares that make up the code.
3. The version affects how much data (text, URLs, etc.) can fit into the QR code.

Version Breakdown:

1. Version 1: Smallest QR code, 21 x 21 modules (squares).
2. Each version adds 4 more modules per side.
3. 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

1. 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.
2. 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

1. Types of Information Stored:
   • QR codes can hold numbers, letters, symbols, and even special characters like Chinese or Japanese symbols.
2. 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.
   • Physical Size Recommendation:
     • 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.
3. 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.

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 & 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

✅ Website QR code
✅ Menu QR code
✅ File download QR code
✅ Social media QR code
✅ App store QR code

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

If you add QR codes to loyalty cards or receipts, you 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:

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: 

1. One of them can be edited even after its creation.
2. One is trackable.
3. 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:

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:

1. A marketing campaign QR code that initially links to a promotion, then updates to a new offer after a few weeks.
2. A QR code on packaging that provides product information, which can be updated with new manuals or videos.
3. Event badges with QR codes linking to attendee profiles that are editable.
4. QR codes for digital tickets or payment systems where tracking is critical.
5. A dynamic QR code for getting the menu, lets the restaurant update the menu URL or content without reprinting the table tent cards.
6. 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.
7. Wi-Fi credentials may change often for security purposes, and a dynamic code allows the Wi-Fi details to be updated.
8. For product details. Manuals, instructions, or videos may require updates to reflect new features, troubleshooting tips, or safety notices.
9. 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 common use cases. Here’s a clear comparison:

10+2 Frequently Asked Questions About QR Codes

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.