QR Codes 101: The Basics & Best Practices

QR Codes 101: The Basics & Best Practices

Post updated on: January 29, 2025

You may have seen these odd, squared-patterned codes on everything from business cards to posters and even advertisements. But what are they, and how are they being used in modern marketing campaigns? This month, we are taking a look at how QR codes are being utilized and providing you with a quick cheat sheet to teach you everything you need to know about them.

What are QR Codes?

A QR code (or Quick Response code) is a two-dimensional barcode that can be read by dedicated QR scanners, image scanners, and mobile smartphones with cameras. The code consists of modules arranged in a square pattern, typically on a white background. The information encoded can include text, URLs, or other data.

Originally developed in Japan by Toyota subsidiary Denso-Wave in 1994 to track car parts, QR codes have become increasingly popular in the U.S. because they allow information to be decoded at high speed. As society continues to merge the physical and digital worlds, QR codes serve as a bridge, enabling users to open web links, read RSS feeds, send emails or texts, add calendar events, share contact details, access maps, download audio, and much more.

How to Scan a QR Code

Initially, QR codes were scanned using special image scanners. However, the widespread adoption of smartphones has made scanning much more accessible. Most modern smartphones come equipped with built-in QR scanners via the camera app, eliminating the need for third-party applications. While an internet connection is not required to scan the code itself, it is necessary if the QR code directs users to online content.

What is the Difference Between a Standard Barcode and a QR Code?

A standard barcode is one-dimensional, requiring a laser scanner and capable of holding about 30 characters of data. In contrast, a QR code is two-dimensional, readable by a camera or image scanner, and capable of storing over 7,000 characters. This makes QR codes significantly more efficient for delivering larger amounts of information.

How Do I Generate a QR Code?

Creating a QR code is simple with the help of QR code generators. Some services even allow for tracking analytics. Additionally, you can create a QR code for shortened URLs by appending “.qr” to any Bitly or Google shortened URL. Here are a few popular QR code generators:

• Bitly
• QR Code Creator
• QR Code Monkey

Tracking QR Codes

To monitor the effectiveness of your QR code campaigns, you can use unique URLs with Google Analytics or QR generators that include built-in tracking metrics. This data can help measure engagement and refine marketing strategies accordingly.

Designing with QR Codes

QR codes were initially black and white. However, as the technology advances, design flexibility has improved. Most QR readers can scan colored QR codes on white backgrounds, while some can even read white QR codes on darker backgrounds. However, codes with no white at all remain unreliable for most scanners.

Are QR Codes Still Relevant?

Some critics have dismissed QR codes as a passing trend, citing Google’s decision to discontinue them in Google Places. However, recent statistics suggest otherwise. In 2022, 89 million people in the United States scanned a QR code using their mobile devices, marking a 26% increase compared to 2020. This upward trend is expected to continue, with projections indicating that over 100 million U.S. smartphone users will scan QR codes by 2025. Globally, QR code usage has seen a 433% increase in scans of user-generated dynamic QR codes between 2021 and 2024. With the increasing integration of digital and physical marketing, QR codes continue to thrive.

Best Practices for Using QR Codes in Marketing

Test the Experience Before Deploying

Not every QR code redirects perfectly, and sometimes, unexpected snags will be enough for people to abandon the experience of using the code. Make sure you have multiple people with various levels of tech savvy try the process before you launch.

Make the Purpose Clear

A QR code alone is not a call to action. When including a QR code in marketing materials, provide context. For example, if the code links to a vCard or business website, make that clear to users. Ambiguity reduces the likelihood of engagement.

Deliver Value, Not Disruption

Your QR code should offer value to the user, whether through exclusive content, discounts, or useful information. Avoid linking to promotional videos or content that wastes users’ time. Clearly indicate what users will gain by scanning the code.

Ensure Mobile-Friendliness

Since QR codes are scanned using mobile devices, the content they lead to should be optimized for mobile viewing. Ensure that the action aligns with the user’s needs and the medium.

Track Your Impact Using Web Analytics

QR Codes lead to a particular website URL, and with your site, you can track whether the web address that you use for your QR Code is actually getting more traffic than before the code was deployed.

Tracking helps you know what kinds of language and design around the code were effective in getting people to try them out and follow through.

Market Wisely

The possibilities for QR codes are virtually limitless, but successful implementation requires thoughtful marketing strategies. Above all, the content must provide value to the user, enhancing their experience rather than simply pushing promotions. By following best practices, QR codes can be a powerful tool in your marketing arsenal.