What is a QR code?

A QR code (an abbreviation from Quick Response code) is a type of matrix barcode, also known as a two-dimensional barcode.

QR codes have become a part of our daily lives and are regularly spotted on direct mail, shop signage, billboards, and more. They might be small, but they’re incredibly mighty and offer businesses a tech-savvy way to take their marketing efforts to the next level.

If you’re not already taking advantage of these codes to boost your own business’ sales, engagement, audience, and more, then the good news is it’s not too late. Despite what you might think, QR codes are easy to create and use, plus they don’t require special technical expertise or expensive software.

All it takes is a thorough understanding of QR codes and how you can use them to boost your business. Within this guide, you'll learn everything you need to know about QR codes.

QR Code Basics

1. What are QR codes?

QR codes are machine-readable barcodes representing data in a visual format of black and white squares, and capable of storing lots of data, generally for a locator, identifier, or tracker that directs to a specific webpage or application.

Visually, these codes consist of black squares arranged in a square grid on a white background. There are three distinctive squares at the corners of the QR code image, as well as a smaller square (or multiple squares) near the fourth corner. There are also numerous small, pixel-like ‘dots’ throughout the design.

QR codes can be read easily by any digital device with scanning capabilities, such as a smartphone. When scanned, the required data is extracted from patterns that are present in both horizontal and vertical components of the image.

These codes can hold URLs, coupons, event details, and other information that people might want to access instantly or refer to later. You'll often find QRs on direct mail, signage, billboards, or product packaging, where you’re encouraged to quickly scan the code using your phone to access specific offers or information.

Static vs. dynamic QR codes

As the name implies, the type of data stored in a static QR code is fixed, and therefore the code’s content or URL cannot be changed once it has been generated. Because of this limitation, static QRs are recommended more for personal and one-time use, rather than business use.

Since the static data of this code only leads the viewer to a single piece of content, its metrics are not able to be tracked. Additionally, the more complex the information communicated through the static code is, the larger and more dense the QR code will be visually.

For many, a static code can prove to be inconvenient, however, there are some cases where this type of code is suitable. These include:

• When it’s a one-time-use code that doesn’t need to be changed, such as a temporary menu for a special event or a one-off PR event

• When the information isn’t allowed to be edited, such as employee numbers, access codes, or other sensitive information

• Personal information that won’t be revisited by the viewer, such as an email signature or a digital resume for a job opening

Dynamic QR codes are simply the opposite of static ones. The information in a dynamic code can change without needing a new code. In fact, both the type of QR and the content are editable as many times as needed.

While static codes are large and dense due to the significant information they contain, dynamic codes are small and lightweight because the information being communicated isn’t encoded in the QR code itself. Instead, their data is made up of a short and simple redirection URL which leads the viewer to the intended content online.

Dynamic codes also allow metrics to be tracked, such as where, when, and with what device a code was scanned. This makes them more preferable for businesses who wish to track their QR code-generated marketing campaigns.

Other scenarios where a dynamic QR code can be used include:

• Any type of menu that involves changing menu items, such as at restaurants, pubs, bars, salons, and more

• Personalized and timely content, as the dynamic code has the ability to direct a viewer to a different URL depending on metrics such as location, time, or device

• Touchless ordering, contactless payments, or COVID-safe check-ins to venues

2. How to use QR codes?

You’re probably wondering in what specific ways you can use QR codes. There are several ways brands are utilizing them, which may inspire you. Let’s look at the most common of these below.

1. Boosting app downloads. Incorporating a QR in an advertisement for an app is a clever and efficient way to boost app downloads, particularly when scanning the code directs users to the product page in the app store where they can instantly do so. Just don’t take our word for it though. Chick-fil-A used this exact strategy to advertise their app and saw a 14% increase in downloads.

2. Redeeming coupons. Rather than relying on customers to bring a newspaper cutout featuring a coupon for your shop or restaurant, try advertising the coupon offer as a QR code in-store instead. Many brands are doing this to boost sales by encouraging customers to reap the special offer on the spot, thus encouraging a better consumer experience. By adding a social media sharing option, you can also persuade users to share the offer with their friends and family, thus driving even more sales.

3. Get more followers. Speaking of social media, brands are also frequently using QR codes to gain a wider following on their social channels. You can simply drive users over to your chosen platforms by placing a code on your storefront, or in digital or print advertising. Social media can be used to keep your target audience up to date with your brand’s latest news and offers, and therefore plays an important role in your marketing strategy.

4. Gaining feedback from customers. Receiving feedback from customers is vital for any business, but many are often left with reviews and testimonials across several different places – whether online or in paper form. This is another area where a QR is highly effective, as it can be used as a portal to collect and analyze specific feedback in one place. If the code is dynamic, you can even update the required information at any time based on the product or service you want to hear the most about.

5. Amplifying your events. It’s one thing to advertise your event, but if you want to increase your chances of gaining attendees, you should also provide a QR code with your advertising. This gives you the opportunity to offer additional vital information and helps to streamline the planning process for those considering coming along. Just some of the actions your code might offer include:

• Saving the event dates on their calendar app

• Launching Google Maps for directions

• Purchasing or registering for tickets in advance

• Providing important information to know before the event, such as what to bring, venue policies, etc.

How to increase your QR code usage

Now that you not only know how to create a QR code but also some of the common ways brands use them, let’s look at how you can increase your code’s chances of being interacted with for ultimate success.

• Display your code where it’s easy to scan. Despite their fast nature, QR codes still require a person to stop what they’re doing for a few seconds so they can scan the code. This is why locations such as bus stops, libraries, and easy-to-access spaces within shops are so popular for advertisements containing QRs. Advertisements on moving locations such as on the back of vehicles or digitized, slideshow-style screens, on the other hand, are not so convenient for attracting plenty of scans.

• Mobile-optimize your QR code’s destination. The majority (if not all) of your intended audience will be on their phone when they scan your code. Therefore, it’s vital your intended URL is mobile optimized to boost their experience and turn it into a positive one. A slow-loading website or glitchy page will only frustrate the viewer, leading them to quickly close the tab altogether.

• Offer a call-to-action (CTA) with the code. When you’re advertising your code, think of it in the same way you would any other marketing collateral. A vital part of marketing messages is a call-to-action (or CTA), so carefully craft one to guide your viewer to take your intended action.

Your CTA should address two main parts:

• What the viewer should do when they see your code

• What the viewer has to gain from scanning your code

An example would look like this: “Scan for 10% off your next order.”

• Don't limit your QR code to one mobile scanner. You want your code to have a low barrier entry so anyone can quickly and easily interact with it. Therefore, you shouldn’t limit your QR to just one specific type of scanner. Make it app-agnostic, so everyone’s device can scan your code, no matter what QR code reader they have installed.

• Think about how you can generate the right end-goal, at the right place and time. QR codes might be one of the biggest tech-driven advertising trends at the moment, but that doesn’t mean you should create one ‘just because.’ The real idea behind a QR is for it to make people’s lives easier, allowing them to discover helpful content or take the desired action with little time and effort.

When generating a code, be sure to also take into account where the code will be seen, as well as by whom. Then, think about how you can use this to your advantage.

A great example of QR code marketing occurred in South Korea by grocery store chain Tesco. Their advertisements in subway stations featured codes encouraging commuters to scan it and order their groceries while they wait for their train. The campaign was a huge success and drove never-before-seen growth for the brand nationwide.

3. Are QR codes safe?

While convenient, QR codes are not without their risks. They're designed to be scanned by mobile devices, often in order to take mobile users to a specific website be it a dinner menu, login page, event promotion, or something else. In many cases, cybercriminals have the same goal — to get victims to go to a specific site. QR codes can be infiltrated by hackers with ill intent. 

They present a high risk because we as humans can't read them. Unlike malicious links which may contain unusual domain suffixes or misspellings of brand names that can be identified, it's more difficult to identify a QR code that's been tampered with. For example, attackers could cover a legitimate QR code up with a malicious one, unbeknownst to the public. 

When a malicious QR code is scanned, hackers can use a number of tactics to cause harm to the victim. For example, the QR code could take you to a website with custom malware that could steal data from your mobile device. It could also lead you to a phishing site that looks legitimate and requests personal or financial information. Further, with the drive-by download tactic, simply visiting the link can cause a malicious software download, you don't even need to click to download anything. So, QR codes do have the potential to be used by cybercriminals to hack devices and steal personal information. 

4. How to scan a QR code

QR codes are designed to be scanned by smartphones. In most cases, you can scan one by opening up your camera app and focusing on the QR code. A square will pop up on the screen and you align the QR code inside the square. Once the QR code comes into focus it will be automatically scanned and will show you a visible link you can click on to visit the destination. However, some smartphones may not have a QR scanner built-in. If your phone doesn't automatically scan QR codes in the camera, you can visit your phone's app store to download a dedicated QR scanner. 

Note, on the iPhone, you may have to enter your device's QR Code mode. On an Android device, you may have to tap the magnifying glass icon on the bottom of the screen to scan the code. 

5. The elements of a QR code

What makes up a QR code? In short, they store information in a square grid that can be read right to left and top to bottom. The information is stored as pixels and can contain up to around 4,000 characters or 7,000 digits. Here's a closer look at the elements:

• Timing pattern: The alternating modules within a QR code help scanners calculate the size of a data matrix. 

• Version information: There are a variety of QR code versions that can be used (40) and each QR code includes the versions being used. 

• Position detection markers: QR codes have prominent squares in three corners of the code to enable quick reading and recognition. 

• Alignment markers: Alignment markers are smaller than position detection markers but also help to align codes and make them easier to read and scan.

• Format information: A pattern is formed that includes formatting information such as the error tolerance of the code and its data mask pattern. 

• Quiet zone: Each QR code has white space around the border to show where the code ends, which makes it easier to scan. 

• Data and error correction keys: A correction block exists where all of the QR code's data is contained so that up to 30% of a code can still be read if it's damaged. 

A lot goes into a QR code but the end result is a simple square that can act as a helpful shortcut. 

6. Types of QR code

From a technological standpoint, there are 6 different types of QR codes that have been designed. Each of these has different features and uses, so let’s take a closer look at these below.

QR Code Model 1 and 2

As you might expect, Model 1 refers to the original QR code which was developed back in 1994. The largest version of this code is 14, which contains 73 x 73 modules and is capable of storing up to 1,167 numerals. Model 2 will no doubt be the QR  you’re most familiar with, as it’s the one we now see on a daily basis. This new and improved QR code model can be as large as 40, which features 177 x 177 modules. It is also capable of storing an impressive 7,089 numerals – 5,922 more than its predecessor!

Micro QR Code

As the smallest type of QR code, the Micro is usually found on product packaging and other small surfaces. It uses only one orientation detecting pattern, thus making its incredibly small size possible. This code is viable even as a 2 module, whereas a QR code requires at least 4 modules. At its largest, this code can be M4, which is equivalent to 17 x 17 modules with the ability to store up to 35 numerals.

iQR Code

The 1QR code proves that QRs don’t always have to be square in shape. This version was developed to allow for even easier reading and can be printed as a rectangular code, turned-over code, black-and-white inversion code, or dot pattern code. Surprisingly, an iQR code of the same size as an existing QR code can also hold 80% more information. At its largest, this code can be 61 (containing 422 x 422 modules), and store approximately 40,000 numerals.

SQRC

An SQRC code might look like a regular QR code, but it’s restricted and therefore used to store confidential information. It works by storing information in two areas: public data and private data. The existence of the private information is hidden and only the specified people with the specified devices can read the information in the private data section. This makes SQRC codes ideal for storing a company’s internal information.

Frame QR

Frame QR codes are frequently used for promotional activities, as they feature a blank “canvas area” that you can place letters and images within. They’re perfect for integrating a QR code and an illustration or for those who want to make their QR code stand out, so more people scan it. Additionally, brands like to use Frame QR’s to place their logo within, therefore adding more authenticity and boosting their brand awareness.

HCC2D Code

Standing for High Capacity Colored 2-Dimensional, the HCC2D Code is still in the prototyping phase. It uses an extra field called Color Palette Pattern, which aims to increase data density and cope with chromatic distortions. This is because the color channels also offer the possibility of containing multiple, distinct sets of data in the same “hybrid” mark.

7. The benefits of using QR codes

Now that you understand the various types of QR codes available to you and your business, let's focus our attention on why you should consider using these codes for your marketing and promotions. We explore each benefit in more detail below.

Quick and error-free

QR codes provide a faster and easier alternative to get consumers over to your website, rather than having them type in your URL character-by-character. The potential for typos is high, especially on a small smartphone keyboard, and you don’t want to lose any potential conversions along the way. Thankfully, a QR code involves a simple and error-free scan, before directing the consumer to your exact URL and its content.

More informative

The problem with paper-based advertising is that space is limited. Sometimes, you simply can’t fit all of the important messaging your brand wishes to convey. This is where QR codes also come in handy, however, as they can work hand-in-hand with marketing campaigns, promotions, or even product packaging to allow the viewer to continue their brand journey online. If a consumer wants to learn more about a certain aspect of the product, service, or promotion, they can simply scan the featured code and be redirected to a URL with this information.

Shares rich content

Although a picture is worth a thousand words, standard printed materials (such as advertising or packaging) can be a little one-dimensional. If a brand wants to increase customer engagement, awareness, and loyalty, however, they can infuse their ads with rich content – all with the help of a single QR code.

The label on a wine bottle, for example, might include a code that directs consumers to a video explaining the production process, showcasing the makers, and featuring the beautiful region it’s from. Other rich content ideas include games, audio tracks, and GIFs.

Actionable

Along with increasing elements such as customer engagement, a QR code can also be used to encourage the viewer to take a specific action, such as purchasing a product online directly from a catalog or flyer. Other actions a QR might direct a consumer to include signing up for an event, filling in a product survey, or entering a competition.

Easy to save

A person’s interaction with your QR encoded content can go well beyond simply viewing it. This is because many codes actually allow the user to easily save the data on their smartphones for future reference.

One example is a Dynamic Vcard QR, which opens a mobile page with a brand’s contact details when scanned. The page features an ‘Add to Contacts’ button, allowing the user to directly save the contact in their phone. Unsurprisingly, this type of code is becoming very popular on business cards.

Environmentally friendly 

In our increasingly digital world, QR codes are assisting with minimizing printed materials and therefore creating less waste for the environment. Additionally, when less paper is used, fewer trees will be cut down to meet these demands.

Inexpensive

Depending on the scope of your QR code, it will be free or inexpensive to create, thus dramatically reducing your brand’s marketing costs. There are plenty of free static QR generators online, however dynamic QRs with unique designs or analytics tracking may cost a small price to generate.

Contactless

QR codes have risen to even greater prominence since the emergence of COVID-19, as their contactless nature is perfect for performing hands-free payments, registration, ordering, and more. Contactless trade through QR codes also gives consumers greater confidence in using a brand’s services, without risking their health or safety.

8. How to create a QR code

Thankfully, it’s easy to generate a QR code and you don’t need to have a lot of technical expertise in order to do so. We’re going to walk you through the simple step-by-step process to create your own code below.

Step 1: Determine how you will use your QR code

Before you create a code, you’ll want to start with the end in mind. So, ask yourself:

• How will you use your code?

• What is its purpose?

• What goal do you want to achieve with it?

• What information will it share?

Some ideas might include creating a QR that leads users to Google Maps to direct them to your office or generating a WiFi QR code to allow guests to join your WiFi network without manually entering a password. We also discuss more common usage cases in the next chapter for inspiration.

Step 2: Find a QR code generator

Next, you’ll want to determine which code generator you’ll use to make your own code. This will largely come down to your specific needs, as well as your budget.

There are plenty of free QR generators online if your requirements are simple, such as a single static code without tracking ability. If you’re creating a code for a marketing campaign, however, or wish to create multiple codes to track different campaigns, then a more advanced code generator can meet your needs.

We’ve rounded up the best QR code generators for 2021 at the end of this chapter to help you out.

Step 3: Decide on a static or dynamic code

We learned about these two types of codes in Chapter 3, but just to recap:

Static codes:

• Are fixed, meaning the data stored within the code can’t be changed once generated

• Work best for contact-related information (such as a business card or resume), which won’t require updates in the immediate future

Dynamic codes:

• Are changeable, as their content is not stored in the QR code itself, but instead in the website URL the code redirects to

• Can capture and measure scan statistics, which makes them the most popular option for marketing purposes

• Require the user to be connected to the internet, so they can be redirected to the online content

Step 4: Enter your data and customize the code

This process will look different depending on the code generator you choose, but generally, you’ll be asked to enter information about your code into the relevant fields (such as its content or the URL it directs to), then press a button to create it. You’ll then be provided with an image file of your QR code that you can use in any way you desire.

Remember, you can be as creative with your code as you wish. Some more advanced generators will allow you to change the code’s colors or place your logo in the center for brand awareness, for example.

Step 5: Test your code

Before you make your QR code public and share it with your audience, it’s especially important that you test it first. This is particularly vital for static codes, as they cannot be changed and will require generating an entirely new code altogether.

Testing your static code now can save you a lot of heartache down the track. Imagine printing thousands of business cards containing your QR, only to realize they all have to be reprinted because your static code contained an error.

Step 6: Download your code

The best generator platforms allow you to save your QR image in different file formats, including tif, gif, jpeg, jpg, bmp, png, svg, eps, or pdf vector format. Knowing what file type you wish to save your code in is important, as some work better for online or print usage.

Think back to Step 1. What was your original purpose for your code and where did you aim to use it?

For print usage, a high-resolution png, svg, eps, or pdf vector graphic can be proportionally resized without losing quality. You don’t want your code to become distorted, stretched, or blurry when printed, as this can affect its scanning ability.

For online usage, tif, gif, jpeg, jpg, bmp or png format are all suitable.

Achieving QR code success

There are plenty of reasons why QR codes have become a popular marketing method in the digital age. They’re a simple, instant way for audiences to connect with your brand on a deeper level, and can be used in almost any way you desire – from providing special offers and event information, to encouraging app downloads, linking to a menu, gathering customer feedback, and more.

As you’ve learned, creating your own Quick Response code is an easy, 6-step process that doesn’t require advanced technical expertise or expensive software. Armed with additional knowledge such as the benefits of these codes, their different versions, and which type is right for you, you’re now ready to achieve success for your business with your own QR code campaigns.