Quick Response (QR) Codes are an easy and convenient way to connect your printed projects (mailers, labels, signs, etc.) to your mobile-friendly online content for prospects and customers — including sharing your website, social media, videos and more. According to global data and business intelligence platform Statista, 89 million smartphone users in the U.S. scanned QR codes in 2022, a 26% increase over 2020 usage. They also currently predict that QR code scanning will exceed 100 million by 2025 just within the U.S.
Check out the tips below on how to effectively use QR codes for marketing campaign success.
Select the Right Size & Location
The size and location of the QR code on a piece affects its readability. The standard sizing for a QR code is a minimum of 1×1 inch for visibility and should be placed in a prominent location. This size could be made much larger for bigger-scale projects like signs and POP while too-small codes may be unscannable or even overlooked by your audience. Also, avoid introducing a QR code near an edge, fold or crease where it could be distorted.
Customize the Design & Color
Although most of us are used to seeing the standard black & white, square QR code, you are not restricted to the exclusive use of those colors and that shape. You can customize the design and color palette to align with your brand or add some personality to your marketing piece.
- Place an illustration or simple call-to-action (CTA) at the center of the code.
- Slightly reshape the edges or ‘eyes.’
- Make the code stand out by centering it.
- Allow for a quiet zone around the QR code to aid in scanning.
Note: always consider the practical implications and balance aesthetics with functionality when personalizing your QR code. Avoid distractions that may disrupt readability or lead to print registration issues.
Test the Code Before Printing
Once designed, but before printing, test the QR code. Your printer should provide a sample proof for testing or perform the test on your behalf before printing a large volume of pieces for distribution.
First, complete a visual inspection, looking at the physical structure and elements, image quality, color and contrast and size. Then, scan the QR code using different devices (smartphone, tablet, barcode scanner, etc.) and apps to test its functionality and check scanning speed and compatibility, preview the content, and check for the correctness of data and whether the CTA works.
Provide a Clear CTA, Instructions & Incentives
Include a short CTA alongside your QR code that tells people what to do and expect. You may also use a headline, image or other benefit statement that highlights the value of scanning the code—whether it’s a tangible benefit or reward such as a discount, loyalty points or exclusive access to mobile content.
The CTA is intended to entice your audience—new or existing—to act, whether through loyalty, gratification, curiosity, etc. Some CTAs you may choose to use include:
- Scan to watch our video.
- Scan to receive a discount or coupon.
- Scan to learn more about [your product].
- Scan to enter our contest.
- Scan for exclusive access to [a new launch].
- Scan to take our survey (in exchange for a discount or prize).
Track & Analyze Results
Using QR codes allows you to easily track and review your campaign results (ROI) using online tools or platforms. You can measure activity; review collected information; and evaluate the effectiveness of your overall campaign. This type of review will also help you to improve your strategy for future campaigns.
Some of the data that you can gather and review includes;
- Where your QR code was scanned (using the device’s IP address), including city/country details.
- Number of scans – unique and duplicates
- Time, hour, date of each scan
QR Codes bring a significant number of benefits to your marketing efforts, making a checklist like this for their effective use even more valuable. Their outstanding trackability and ease of use make them a smart choice, but their mobile-friendly qualities, customizability, ability to drive engagement and cost-effective addition make them a must-have for smart marketing.
Have any questions about using QR codes in your marketing design? Just ask. We’re happy to guide your adoption of this smart, easy and effective tool.
