QR Codes are machine-readable blocks of information, easily and quickly interpreted by a camera. They were first used in the Japanese auto industry to track inventory, but have since become the primary way to transmit information from a print to digital.
Smartphones have apps that can scan a QR Code and interpret it for you. Depending on the content of the QR Code, it will show you an article, send you to watch a video, give you a coupon, enter you in a contest, ‘Like’ a brand, compose a tweet, add to your address book... nearly anything you can imagine.
The portion of your audience that scans your QR Code is engaged, interested, and connected to your brand. What you do with that engagement is up to you, but the QR Code has delivered these people to you. Whatever your goal, your conversion rate is going to be higher with a QR Code than without.
A QR Code is the fastest way into a phone’s contact list. You can embed your name, phone numbers, email, website, address and more in a QR Code, rather than asking anyone to type all of that in.
Follow these three rules:
Ultimately, you get more scans with a good-looking but complex QR Code. As your QR Code looks less and less like a QR Code, and more like an integrated part of your design, your engagement and scan-through rates increase, but some older software and hardware has trouble picking it up.
“Can you read Japanese? No? Well imagine you’re in a Japanese book store. Which book do you pick? You don’t pick the ones that look the same as all the others. You pick the book with the nicest cover. No one reads QR Code. So if you want to get scanned, you need the QR Code with the nicest cover.”
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