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