Good contrast between the background color of the QR code and the dot pattern color of the QR code is very important when a standard Black & White code is not used. In cases of colorized codes, the QR code should have a dark color with a light background color. Also note that some QR code readers cannot read reversed colors e.g., light color with a dark background color, white with black background color. Good contrast also ensures your QR code is able to be seen by people with visual impairments.
Avoid pixelated or blurry QR codes and make sure to print them sharp and clear. Not only do they scan better, but they also look more professional. Depending on the size of your QR code, raster JPG and PNG formats work well for small-scale printing such as business cards and brochures. That said, graphic designers and print shops prefer vector files like EPS and SVG. The advantage of the EPS and SVG formats is that they can be scaled easily to any size — without compromising on quality. This means there won’t be any pixelation or stretching of modules. You can repurpose the same QR code on different materials like billboards, flyers, TV commercials, etc. in different sizes. | Learn more about the difference between raster and vector formats here.
Printing multiple QR codes close to each other or even placing QR Codes next to barcodes can lead to accidentally scanning the wrong one. When possible, use only one QR code per application. This creates focus on the action you want consumers to take. It also prevents phone cameras from jumping focus from code to code.
However, there will be times when you need to put more than one QR code on an application. If you must, place QR codes on opposite ends of your layout and/or increase the empty space around each QR code to ensure the consumer can focus their camera on just a single code. Usually, this should only be done when the user is at arm's length of the QR code to allow them the flexibility to move the camera to focus on a single code. This does not work well on large signage at a distance (a billboard, for example).
Regardless of application, the margins around a QR code should be equivalent to at least four data modules (the Delivr default). QR code modules are the dots that make up QR code. Keep in mind that the number of modules can differ among QR codes that have the same overall dimensions.
The quiet zone is the space surrounding the QR code that separates the QR code from other designs. QR codes need a quiet zone so that scanners can detect what images are QR code pixels and which aren’t. Without the quiet zone, it’s likely that the QR code will not work.
A QR code on its own is not a call-to-action. A simple directive such as "Open Camera & Scan Code" near the code can incentivize consumers to reach for their phones. It is recommended that you clearly inform the consumer what content they will receive if they scan your code.
Placing your QR code too high up, too low on the ground, or too far away means your customers will have a hard time reaching to scan the code. Place QR codes within appropriate reach for maximum accessibility. Would you crouch down or use a ladder just to scan a QR code? Placing QR codes at eye-level is recommended. Designers will want to avoid placing QR codes at the top third of their creative if the screens are installed with the midline above eye-level.
Consider the time it takes for a person to walk on a sidewalk or public hallway, see content on digital signage, notice the QR code, decide they want to scan it, and successfully scan it. Many out of home ads appear for 10 seconds or less, so even if the creative is dynamic, designers should present the QR code for the full length of the slot to maximize the opportunity for successful conversion.
Creativity can go a long way whether printing on paper, glass, aluminum or plastic. That said, be wary of choosing material that reflects too much light or distorts the image and competes with the scannability of your QR code. Uneven surfaces that are ribbed may disfigure the code and printing in between magazine folds may section off parts of the code so it’s harder to view and scan the full QR code image. Use your best judgement and make sure to test your QR code to confirm it’s scannable.
Imagine your customers’ dismay when they take the time to scan your QR code just to find a broken link or outdated information. This is a mishap we’ve frequently seen that can be easily avoided. To keep from being stuck with a QR code that you can’t ever update, make sure to create a Dynamic QR Code. With this type of code, you can change the destination URL or content any time even after you’ve already printed and distributed your marketing material.
Verify your QR code will scan at the size it will be printed or displayed before using it.
Apple leads other devices. With the release of iOS 14.4, Apple devices became able to read smaller QR codes as well as codes wrapped around objects when the native camera app is used for scanning. Apple doesn’t specify the minimum size that can be read, but it shows a continued trend toward improved native compatibility.
