Mastering QR Codes: What works and what to avoid

At a time when convenience and instant access are everything, mastering QR Codes can make you the hero for a lot of life-changing and mundane activities.

What began as a novelty has quickly developed into a necessity for most QR Code users. You'll find them on billboards, in restaurants and on wedding invites but they aren't always used effectively.

Nothing frustrates a person who values convenience more than scanning an expired or broken code. You may mean well but a poorly executed code can do more harm than good. It can damage brand credibility and waste a great marketing opportunity.

Let's be strategic. Let's add value and ensure that the QR Codes you create are not just hopeful decorations but a mark of excellence, scan after scan. Here are 5 key do's and don’ts to create functional and engaging QR Codes.

Do:

1. Make it easy to scan

Always prioritize functionality and use a code that’s large enough to be scanned effortlessly. If your code is being printed, test it on various devices and apps under real-world conditions.

2. Customize your design

Branded QR Codes are more engaging, especially when you include a company logo or use brand colors. But customization shouldn't interfere with scannability. Maintain a strong contrast between the code and background, and avoid altering essential elements.

3. Find the best placement

Consider user behavior before settling on the position of your code. A QR Code on a moving vehicle or placed at the bottom of a shopping cart is nearly impossible to scan. Place your code at eye level or in areas where users have time and space to interact with it.

4. Link to valuable content

People expect something useful after scanning a code. Whether it's a discount, a digital menu, a video tutorial, or an event ticket, make sure that their effort to scan feels worth it.

5. Have a goal for your QR Code

What is your intended outcome for creating the code? Don't just create it because it's easy and convenient, give it a purpose. Aim for 100 scans, build your email list, educate your community or network.

Don't:

1. Make them too small

A QR Code that’s too tiny, especially in print, can be impossible to scan. Opt for clarity over clever design.

2. Avoid using them as gimmicks

Imagine opening Netflix to watch your favorite series and finding that when you click on it, you're shown the news. The last thing you want to do is mislead your community so be clear about where you are sending them before they scan and send them to the correct destination.

3. Don't distort key design elements

Some features of the code - like the three large, corner dots - are vital for the functionality. Avoid resizing, redesigning or overlaying graphics that interfere with these zones.

4. Don't place codes on curved surfaces

This may seem obvious but you'd be surprised at how often QR Codes are placed on uneven packaging and glossy surfaces that reflect light and cause scanning errors.

5. Don’t direct users to dead links

Regularly test whether your code is working because QR Code functionally is often neglected during website updates or when content is deleted.

Start by mastering the basics, and you'll be well on your way to creating the most scannable QR Codes.

Is the image below a good or bad example of QR Code placement?