2d Code Best Practices

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The key to success wen using 2d codes is adding value. Follow these 6 rules for success.
As a kid, do you remember wanting the "shiny new toy” because everyone else had one? The QR (quick response) code is that new toy. This sense of entitlement has given way to the creation of QR codes because it’s the hip thing to do—the focus is often times on the QR code itself, with little or no thought given to the functionality or the action that occurs after the code is scanned.The evidence is out there. QR codes on adverts in a subway do not scan because of limited or no Internet access. QR codes on billboards (are you kidding me?) QR codes appear in print without instructions for which reader app to use; that have no incentive; or just plain do not work. The list goes on. I see QR codes that miss the mark in one way or another nearly every day. If you follow these QR code best practices, it doesn’t have to be that way. I have compiled six rules to remind you that QR codes should…1. Add Value for the UserThe best QR codes are engaging and add value. This is perhaps the most fundamental rule—don’t follow it, and there will be nothing for the user but a big disappointment waiting on the other side. To add real value, you must first speak to the purpose of the QR code campaign―who do you want to reach and why? For example, you may want to generate leads, enter people in a contest, build brand awareness, offer a discount coupon, augment an article with a video or photos, etc.Defining the purpose of the QR code sets the framework for everything that will follow. You now have a reason for the user to scan your code, which can be used as a roadmap for the content creation of your landing page.Adding value to the QR code justifies buying the “shiny new toy” and you do it by including a compelling or exclusive offer as an incentive. You enhance the user’s experience by offering more than a static printed piece. A QR Code is a request for the user's exclusive time and attention. If you get it, you must give back.For example, when Warbasse Design created the Ironman 2 movie poster, a scan code was designed that gave users the opportunity to view the trailer, buy theatre tickets, view movie stills and more. It’s incentives such as these that make scanning a QR code worthwhile.2. Link to a Mobilized Landing PageBuild a landing page that is optimized for mobile phones. Keep in mind that people will be snapping your QR codes when they are on-the-go, which means they will be using a smartphone or other type of portable device. A smartphone is essentially a computer with a really small monitor. In the early days of html, web design was inconsistent at best. You may remember having to scroll left-to-right because the code was not created for an optimal screen resolution. People want information fast, so make sure the content you are driving them to is optimized for the device they will use to view it. A page which is not easily navigable will drive people away.The purpose of a scan code is to maximize the time the user spends with your content and to provide them with content they can't get from the printed page. So, make it easy by creating mobile-friendly landing pages. Ordinary websites with features not supported by mobile browsers are an inappropriate use of a QR Code. The best rule is to keep things simple. Minimize the content and don’t create objects that take a long time to load. Make sure your production team uses smartphones to ensure their work is readable on a small smartphone screen.3. Encode a Short URLCreate short URLs to prevent overly complex QR. The number of characters you encode will dictate the density of the QR code. Density equals complexity—with QR codes, less is better. (See “Size considerations” and “Shorten the string” from QR Codes 101, February 2011.)Recently, I saw a QR code that resolved to a Google map. The embedded URL string was so long that the physical size of the QR code was 65 x 65 modules (you can count the squares). Had a URL shortener been used, the reduction in complexity would have resulted in a size somewhere in the 29 x 29 module range.Excessive density will leave you with a choice to make that has no good answer. For example, a reasonable size (1 inch square) code will have modules so small and packed together it will fail to read on most smartphones. Compensate by making the modules large enough, and the size of the code will eat up valuable print space—not to mention, it just won’t look good.Minimize the complexity of the QR code by ensuring the characters are few. This can be done by using a URL shortener such as goo.gl, bit.ly, etc. Platforms like Sparq.it and delivr.com include a shortener within their QR generator. Or, you can just create a domain or sub-domain with a short name to begin with.4. Provide InstructionsIn the U.S. scan codes are, relatively speaking, a new phenomenon. Everyone recognizes the sideways triangle for “Play” on audio / video devices. Until the QR symbology is this universal, not everyone will know what to do with one. Furthermore, if they did, the fact that the QR code is an open standard only complicates the matter because not all readers are created equally. You see it everywhere—a QR code with little or no description of what it is, where it will take you, how to get there and what you will get when you get there. Never assume someone will know what a QR code is or what to do with it. If you’re dealing with people who are QR code savvy, never assume they will blindly scan your code without knowing what’s in it for them.Include some verbiage along the lines of, “Want to learn more about [promotion]? Scan this code with your mobile phone. Need a free reader app?—download it here: [URL]. Or, simply text [CODE] to this number.” Consider including a hint at the value that’s waiting on the other side. 5. Comply Structurally
Items 1-4 are moot if the QR code does not resolve. Don’t invest your time and efforts creating the perfect QR code campaign only to have your QR code fail when it is in the field (you would be surprised how many times this has happened). As a rule, scan codes should not be less than 26 × 26 mm (or 1 square inch). However, smartphone cameras are getting more and more sophisticated—many these days are capable of reading a three-quarter inch code. While it is certain future phones will be able to capture data from smaller images, it’s best to design to the lowest common denominator.A sufficient quiet zone is necessary (a minimum of 2 modules wide on all 4 sides). The background color and module colors should have sufficient contrast between the two to ensure the code decodes properly. Black and white is ideal, but other colors can be used provided they differ enough in contrast (the ANSI Symbol Contrast Color Selection Chart is a good reference).Finally, test, test and test your QR codes for proper decodability. Test them on multiple smartphone devices or, better yet, on a GS1 professional grade barcode scanner. (For additional, basic QR code information, refer to “QR Codes 101”, February 2011.)6. Measure ResultsUse a scan code service that allows you to track data. You would track an email or direct mail campaign, etc. So, a QR code campaign should be tracked as well. If you don’t, you will never know what impact your scan codes are having on your business or if it’s worth the investment you have made. Based on the campaign complexity, depth of analytics and how much money you want to spend, there are several options for tracking scans. One simple and convenient method is to measure in-bound hits using Google Analytics or some other analytics program. Percent Mobile http://percentmobile.com provide more in depth mobile analytic reports that are easy to filter and interact with, after installing their tracking code into your website templates.You could consider working with ScanLife http://scanlife.com, Microsoft or some other 2-D code provider to track data using their systems. Depending on the premium (paid) scan code platform you use, analytics can provide information such as total scans, unique scans, scan location, date and time of scan, handset OS, etc. Analytics from a paid QR provider can be invaluable in terms of privacy and depth of report.Getting StartedFor help with even more elaborate QR code campaigns you may want to partner with professionals such as [Content AI Studios http://contentai.com], [GREAT! http://www.greattv.com] or [Warbasse Design http://www.warbassedesign.com]. Pros like these can help you with QR best practices and help you avoid costly and embarrassing mistakes. Each of these firms follows these six QR codes rules for success: Add Value for the User; Link to a Mobilized Landing Page; Encode a Short URL; Provide Instructions; Comply Structurally; and Measure results.
Chris Lehan is the Director of Product Development at Impressions Incorporated (a multi-color printer in St. Paul, MN specializing in the complete production of customized printing and paperboard packaging). http://www.i-i.com
Follow me on Twitter @chrislehan

7 Ways to Increase SEO

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A high ranking in Google’s search results means more than just that—it means profits because many people use search engines as the first step in making their purchasing decisions.
Google controls more than 90% of the search engine traffic in the US—so; it’s not surprising that the goal is to be number one in Google. A high ranking in Google’s search results means more than just that—it means profits because many people use search engines as the first step in making purchasing decisions. Here are 7 ways to start improving your website ranking today.
1. Develop effective keywords. When coming up with keywords think about more than your product or company name—think about how people would try to find what you’re offering. In other words, if you were searching for the same product, what would you enter? There are also resources available, such as Google Adwords and KeywordSpy that will assist you with things such as displaying the search volume or keywords that are working for your competitors. 2. Use metadata to differentiate pages. <meta> description tags aren’t visible to your visitors, but provide important clues for search engines as to the information that is contained on your page. They appear in the search engine results pages, and give the user an overview of the site. Google also uses meta description tags to differentiate web pages, so you should be careful that you describe each page differently to avoid any duplicate content issues. 3. Use unique titles. If you publish content that appears somewhere else on the Internet, you run the risk of being ignored by search engines because the algorithm will be looking for content that sets your page apart from others. Make sure every page on your site has a unique title that includes relevant keywords specific to that page. Titles are extremely important in search algorithms because they are the first thing people see when they look at a page of search results. 4. Remove repetitive wording. Again, unique content is vital to your SEO success. It can be tempting to include duplicate information on every page of the site. However, if there is not enough unique content on every page, you will run the risk of being penalized by the search engine for duplicate content. Therefore, it’s important that you remove repetitive wording from the website layout so that the content is not diluted in any way. 5. Create separate pages. To ensure your website ranks for a particular keyword phrase, create a web page targeted to that phrase with the keywords in the <title> tag, <meta> tags, <h1>, body copy and URL. It is important to create separate web pages for each product or service, as well as category. Unique pages ensure good user experiences because they will land directly on this page from the search engine results. 6. Use Google Analytics. Google Analytics is free analytics software that provides data about your site and how it is performing in search engines. Using this, you can determine which keywords, search engines and traffic sources are producing results. This data can also be used as a way of determining how to improve your site over time.
7. Maintain a Blog. Blogging gives you the opportunity to add fresh content regularly, and search engines thrive on fresh content. If you update your blog frequently, you will be giving yourself a distinct SEO advantage. Another advantage is that blogs can increase the size of your website over time, which provides a tremendous SEO benefit because you have effectively increased the website authority and created a higher number of pages to leverage with internal links.
Chris Lehan is the Director of Product Development at Impressions Incorporated (a multi-color printer in St. Paul, MN specializing in the complete production of customized printing and paperboard packaging). http://www.i-i.com/
Follow me on Twitter @chrislehan

Direct vs. Indirect 2D Barcodes

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In Japan, where the QR code originated, indirect codes are not used. So, what are the differences between direct and indirect 2D scan codes? Direct: The data is embedded within the code.After scanning a direct code, it is decoded by software on the mobile device, which sends the extracted URL to the mobile device browser as if it had been keyed in. Scan code > decode > arrive at final URL.Direct codes are typically larger than indirect codes because the data is contained in the code itself. For example, take a 2D scan code that has been encoded with contact information—when it is scanned with a scanner app, the user is prompted and given the option of storing the contact information in their contacts list. In the example just given, an Internet connection is not required. If, however, the 2D scan code has been encoded with a URL and the user wanted to link to it on their smartphone, an Internet connection would be necessary. Some other examples where an Internet connection would not be necessary include storing a calendar event, contact information (vCard), email address, geo location, phone number, SMS or text.Indirect: The data resides on a server, and is not embedded within the code.By contrast, indirect codes are encoded with a short text string called an identifier; an index, if you will, to a database containing information about the code. Scan code > decode > intermediate URL > reference index > arrive at final URL.Like direct codes, software running on the mobile device decodes the code. But here the software creates a URL to a web address specified in the application containing the index and passes it on to the final destination. Indirect encoding is proprietary and most likely requires proprietary software to create a code and a proprietary scanner to decode it. It is often stated that an indirect code is more secure and will also result in a smaller code. In Japan, where the QR code originated, indirect codes are not used. With regards to security, both direct and indirect codes can be “switched” or “code jacked.” On the subject of size, direct codes can be simplified by shortening the string to begin with or by using some type of URL shortener. Chris Lehan is the Director of Product Development at Impressions Incorporated (a multi-color printer in St. Paul, MN specializing in the complete production of customized printing and paperboard packaging). http://www.i-i.com/Follow me on Twitter @chrislehan

Is the US Ready for NFC?

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In Japan, tap-and-go mobile payments have been mainstream for years. Is the US ready for NFC? NFC has leaped over QR codes in terms of public enthusiasm. Google instigated the matter in March, 2011 when they announced they no longer would be supporting QR codes in their Google Places. But Google is not entirely to blame― QR codes have fallen from favor due to poor construction, misuse and mostly because of the many inadequate marketing campaigns behind them. That being said, is the US ready for NFC?To succeed, NFC will need to be embraced by mainstream businesses and consumers. Businesses, retailers, financial institutions and the like will need to be convinced that NFC will be revolutionary and affordable. Consumers will need to be convinced that the payoff of NFC is worth the life change―in addition, it will also need to be as intuitive and simple as possible.In Japan, using NFC technology is second-nature. People use it as their wallet; for travel passes, event tickets, coupons, etc. mobiThinking believe that this massive educational process hasn’t even begun here. And, that very few of the recent press articles have really articulated what the technology will actually do for real-world business and consumers. Unless people understand what NFC will do for their business or their lifestyle, why should they care if Apple releases an NFC handset?This author believes NFC will become mainstream here in the US, but it will be a slow go of things. Currently, very few people have an NFC equipped phone. (Look for more solid market penetration somewhere in 2013, which is when Jupiter Research predicted, in 2008, that up to 700 million NFC-enabled mobile phones will be sold). The technological aspects such as backing from large and innovative corporations, government backing, extending current payment methods and manufacturing of chips, handsets and terminals will come in time. Perhaps a bigger hurdle will be consumer trust of the technology and their willingness to embrace it?Chris Lehan is the Director of Product Development at Impressions Incorporated (a multi-color printer in St. Paul, MN specializing in the complete production of customized printing and paperboard packaging). http://www.i-i.comFollow me on Twitter @chrislehan

Altering a Microsoft Tag

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When a Microsoft Tag is saved in the “.WMF” (Windows Media Format), the code is comprised of colored circles, which can then be manipulated into your own, unique design.

Microsoft Tag is categorized as a "HCCB" (High Capacity Color Barcode) and is recognizable by the four-color triangles that comprise it. Did you know that if you save it in the “.WMF” (Windows Media Format) the code is comprised of colored circles and can be altered?Once you have saved the tag as a .WMF, it can be edited in a paint program like Photoshop.
1. Use the Eyedropper tool to sample the color of a specific circle.2. Draw a marquee (or any kind of irregular shape) around the circle that was sampled.3. The shape can be bigger than the circle, but don’t overlap another, adjacent color.4. Fill the shape you made with the sampled color (you do not want to change the color).5. Experiment with a filter (above, I applied the Plastic Wrap and Spatter Filters).6. Save the file. Be sure to test your new tag to ensure decodability.Chris Lehan is the Director of Product Development at Impressions Incorporated (a multi-color printer in St. Paul, MN specializing in the complete production of customized printing and paperboard packaging). http://www.i-i.comFollow me on Twitter @chrislehan

QR and NFC—A Look at the Mechanics

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QR and NFC are mobile triggers—however, one is printed with ink and the other is a printed circuit.









QR codes and NFC (Near Field Communication) is each a type ofmobile trigger—both are programmed to resolve and deliver specific content suchas directing a user to a landing page, playing a video, or providing a meansfor mobile payment, etc. However, the method in how the information isprogrammed is uniquely different between the two. One is printed with ink andthe other is a printed circuit.
QR codes and other 2D codes aretwo-dimensional barcodes made up of a matrix of black and white squares. Information is embedded in the code as abinary string (think 0’s and 1’s).A person takes a picture using an app, andthe information is decoded. QR codes are almost always the result of some typeof printing to paper or other printable object and can even be printed to alaser printer, provided the resolution is sufficient.
NFC is an electronics component (thinkcomputer chip). The tag is similar to a CD in that there are "readonly" and "read/write" versions. The communication takes placebetween an initiator tag and a receiver tag—the receiver tag has theinformation programmed into it, and is incorporated into a tag or a sticker.You will see many flavors of tags because stickers can have anything printed onthem; the receiver tag is applied behind the sticker, as I have illustrated(above, right).
Chris Lehan is theDirector of Product Development at Impressions Incorporated (a multi-colorprinter in St. Paul, MN specializing in the complete production of customizedprinting and paperboard packaging). http://www.i-i.com
Follow me on Twitter@chrislehan

QR vs. NFC

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Who will win the mobile trigger battle? The emergence of NFC-based mobile advertising campaigns will help QR-based campaigns be more successful, not replace them. But it’s a matter of time. DefinitionsQR codes are two-dimensional barcodes, which can be read by smartphones. QR codes connect the physical world to the Internet (this act is known as physical world hyperlinks). The connection takes place when a user launches an App and scans (takes a picture) of the QR. NFC is the communication of two computer chips. One chip is in your phone, and the other is in the form of a tag (or sticker) that can be placed in a poster, a checkout scanner, on a product, etc. If your phone is embedded with one of these chips, all you have to do is wave your phone over an NFC chip to trigger an event. History of NFCNFC evolved from RFID technology; it has been used in "contact-less" payment systems and enables wireless payments at retail stores. In addition, NFC can be used to track account balances, personal information, etc. NFC is still in its infancy in the US, however, Amazon, Apple, Google, Microsoft, et al have their eyes on the NFC mobile payment market. NFC has some distinct advantage over QR codesFor example, they scan very reliably and quickly; the chips can be in a stationery place and easily be reprogrammed when the information needs to change.However, NFC may not yet be ready for prime time. There is currently a very small density of phones in customers’ hands that are equipped for NFC. (Look for more solid market penetration in a couple of years.) In 2008, Jupiter Research projected that up to 700 million NFC-enabled mobile phones will be sold by 2013, representing up to 25 percent of the market at that time.  Google and Amazon are working to make platforms for NFC marketing in bulk. Currently, unless there’s a massive shift in the way the chips are produced, NFC is very much cost prohibitive. Today, a person can generate a QR code for free online, and print it on just about anything.The capabilities of NFC such as mobile payments, location-based navigation and POS will replace QR Codes in many cases. However, when it comes to print collateral, QR Codes are wide spread, affordable and cost little or nothing to create. Not to mention, they can be created by anyone. Prediction: We will not be saying goodbye to QR codes anytime soon.  Also, there remains security and privacy concerns, which has yet to be resolved with NFC. Unless world-class security features are developed, the public may be hesitant having their financial and personal information broadcasted. ConclusionIt’s this author’s opinion that (depending on other, unforeseen technologies) QR codes appear to be the obvious choice of today, and NFC will emerge along side of it. They each have their advantages and should coexist and benefit each other for some time. Eric Weymueller http://contentai.com/blog/ believes that the emergence of NFC-based mobile advertising campaigns will help QR-based campaigns be more successful—not replace them.
 Chris Lehan is the Director of Product Development at Impressions Incorporated (a multi-color printer in St. Paul, MN specializing in the complete production of customized printing and paperboard packaging). http://www.i-i.com
Follow me on Twitter @chrislehan

QR Code vs. NFC ... Round 1

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QR Code vs. NFCMobile triggers go toe-to-toe ... Round 1
And, in this corner… Before QR (Quick Response) codes and NFC (Near Field Communications) officially square off; the masses have dubbed NFC “The QR Killer.” Google instigated the matter in March, 2011 when they announced they no longer would be supporting QR codes in their Google Places and would be using NFC instead. Since then, the hype has escalated with commentary in forums, blogs and the like with headlines such as “Goodbye QR” and “QR Rest In Peace.” In reality, this is a fight neither side asked for—it has been conjured in the minds of many due to fear, which is instilled when a large corporation like Google merely mentions they are progressing in another direction. As you will see, neither QR nor NFC are fully prepared to fight each other just yet and most likely will become colloborators rather than adversaries. IntroductionsEach technology is a type of mobile trigger—both QR codes and NFC tags are programmed to resolve and deliver specific content such as directing a user to a landing page, playing a video, or providing a means for mobile payment, etc. However, the method in how the information is programmed is uniquely different between the two. One is printed with ink and the other is a printed circuit. QR codes and other 2D scan codes are two-dimensional barcodes. Using a (free) QR generator, binary information is encoded resulting in the arrangement of black and white squares. The codes can be printed by anyone on paper or other printable objects. To trigger the event, the user launches an App, takes a picture of the QR code and the software app decodes the information. NFC is the communication of two computer chips—an initiator and a receiver. The receiver chip has data written to it, and it is typically applied to the back of a sticker. The initiator chip in a smartphone, or other device, generates an active NFC field. If your phone is embedded with an NFC chip, all you have to do is wave your phone over an NFC tag or sticker to trigger an event.  How they match upCurrently, the primary differences in how QR codes and NFC match up are manufacturing, cost, capabilities and public perception. QR code generators are quite accessible and free. There are hundreds of free QR code generators in the public domain that anyone can use. These codes can easily be copied or saved to your computer and incorporated into some sort of print collateral.  Programming NFC tags is currently not as common place. Anyone who buys an NFC enabled mobile device can create NFC tags—the problem is the availability of smartphones that currently support NFC. You can purchase turn-key solutions from Nokia, Tagstand, et al that are pre-programmed (the most basic resolves to a URL). As more NFC phones become available, you'll be able to program your own with an NFC device, some tags and a tag-writer app.  The odds are you already have a computer, access to the Internet and a means to produce print collateral or a print vendor to do your printing for you. In which case, creating QR codes will add only a nominal cost or will be free. Similarly, the odds also are you do not have an NFC capable smartphone, a tag-writer app or a supply of tags. At a minimum, you will need to purchase some tags, and you will most likely need to pay someone to program them for you. The cost is roughly 1-2 cents per tag but is dependent on the quantity and the memory size and complexity of the tag. There are emerging companies and platforms coming weekly to the NFC market. NFC tags continue to become cheaper and easier to create. The advancements are occurring at such a rapid pace that much of this will change (for the better) shortly after this writing. Until there’s a massive shift in the way the chips are produced, NFC is very much cost prohibitive because a person can generate a QR code for free online, and print it on just about anything. Continued... Chris Lehan is the Director of Product Development at Impressions Incorporated (a multi-color printer in St. Paul, MN specializing in the complete production of customized printing and paperboard packaging). http://www.i-i.com
Follow me on Twitter @chrislehan

QR Code vs. NFC ... Round 2

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QR Code vs. NFCMobile triggers go toe-to-toe ... Round 2
The tale of the tapeIn terms of how QR codes and NFC compare; each has its own advantages and disadvantages. Here’s how they measure up:· Experience: QR codes have been around since 1994. NFC has been in existence since 2004—however, it is a spinoff of RFID, which was established in the 1970’s. Both are more prevalent in Japan and are very new to the US, although QR codes have a head start.· Reach: QR codes are winning ground, while NFC is in its early stages. NFC hardware is not yet readily available, and the current infrastructure to support it is demographically sparse. QR codes are easy to create, easily distributable and recognizable.· Versatility: NFC tags scan very reliably and quickly, and do not need to be within a line of sight. However, they are limited to a very close range (the initiator must be within </= 10 cm). QR codes can be scanned at longer ranges (several feet), provided they have enough resolution and are within a line a sight.· Requirements: NFC requires an initiator (smartphone or other device that generates an active NFC field), a receiver target with an embedded NFC chip and software to process the data. QR codes require a camera to capture the code and software to decode it.· Strengths: NFC’s strengths lie in mobile payments, location-based navigation and POS (point of sale) and will replace QR codes in many of these cases. However, when it comes to print collateral, QR Codes are wide spread, affordable and cost little or nothing to create.· Intangibles: Before QR codes ever became established in the US, they fell from people’s favor. (Although, I believe this was due more to poor underlying marketing strategies, and not the technology.) Because of this, NFC seems to be the fan favorite and also due to Google’s support of it and it’s something new. Continued...
 Chris Lehan is the Director of Product Development at Impressions Incorporated (a multi-color printer in St. Paul, MN specializing in the complete production of customized printing and paperboard packaging). http://www.i-i.com
Follow me on Twitter @chrislehan