10 Best Practices To Consider When Designing QR Codes for Digital Out-of-Home Creative.

QR codes at bus shelter and sidewalk / roadside displays are engaged with at different distances. Sizes always refer to an exact square shape because otherwise, your QR code will not function properly.

Minimum size for QR codes at a distance of 3 meters

• 22 -30 cm excluding the margin

Ratio of scanning distance to QR code size

• 10:1

Formula for calculating safe QR code size based on scanning distance

• QR code minimum size = Scanning distance (in cm or inches) ÷ 10

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 include them in your digital ad sharp and clear. Designers prefer vector files like SVG. The advantage of the SVG format is that they can be scaled easily to any size — without compromising on quality.

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 digital ad. This creates focus on the action you want consumers to take. It also prevents phone cameras from jumping focus from code to code.

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.

Keep QR codes within reach. 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.

Show the QR code for as long as possible. Consider the time it takes for a person to walk on the sidewalk or drive by in a car, see the 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.

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.

Verify your QR code will scan at the size and distance it will be displayed before using it.