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Does the color of the QR code affect it's reliability?

Yes. In a QR code the dark bits are always interpreted as data so the dots always need to be a darker color than the background. The reliability of the QR code is also determined by the contrast difference between the dots and the background, so pale grey dots on a white background will be difficult for some scanning devices to read and the code may not function properly.

Short version: Choose whatever colors you want but always make sure the dots are a significantly darker colour than the background - we suggest at least 70% darker to ensure reliable scanning.

...and always test your QR code to make sure it works using the colors you've chosen.

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Delivr® is a MarTech platform used by thousands of businesses to drive audiences from print to digital experiences. Established in 2008, Delivr has developed software to track and visualize consumer engagement with printed media, labels and packaging. With TrueMrk®, Delivr is extending its marketing, consumer engagement and analytics platform to authenticate products and identify incidents of counterfeiting and gray market diversion.