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QR Code Best Practices
                    Eddy Hagen
                    VIGC
                    eddy.hagen@vigc.be




© 2012 InfoTrends                            www.infotrends.com   1
2dimensional codes

        • 1D vs 2D
                − Higher density of information

        • QR-codes just one example of 2D codes
                − But the most common in usage

        • The Perfect Storm:
                − Growing number of smart phones with integrated cameras

                − Growing mobile internet




© 2012 InfoTrends                                                          www.infotrends.com   2
Overview 2D Barcodes




            QR Code          Aztec     Data matrix             MaxiCode




                    MS Tag
                                     Beetagg         SnapTag    Shotcode




© 2012 InfoTrends                                               www.infotrends.com   3
Anatomy of QR code




                    1 square = module

                                             Must be at least
                                              4 modules!


© 2012 InfoTrends                                               www.infotrends.com   4
Anatomy of QR code: Versions




Image: Wikipedia
© 2012 InfoTrends                                  www.infotrends.com   5
Anatomy of QR code: Redundancy/Error Correction


           QR Code Error Correction Capability
           Level L            Approx.7%
          Level M            Approx. 15%
          Level Q            Approx. 25%
          Level H            Approx. 30%




Image: Wikipedia
© 2012 InfoTrends                                   www.infotrends.com   6
What is that ugly thing?




© 2012 InfoTrends                              www.infotrends.com   7
What is that ugly thing?
     Any idea what this is, what you can
     use this for?




© 2012 InfoTrends                          www.infotrends.com   8
What is that ugly thing?
     Huge QR code…

     But no information what it is, what it
     is used for, what people should do
     with it…

     Not everybody knows what that is!

     So provide information on the usage!




© 2012 InfoTrends                             www.infotrends.com   9
What is that ugly thing?




© 2012 InfoTrends                              www.infotrends.com   10
What is that ugly thing?




© 2012 InfoTrends                              www.infotrends.com   11
Size does matter!




© 2012 InfoTrends                       www.infotrends.com   12
Size does matter!




© 2012 InfoTrends                       www.infotrends.com   13
Size does matter!




© 2012 InfoTrends                       www.infotrends.com   14
Size does matter!




© 2012 InfoTrends                       www.infotrends.com   15
Size does matter!




© 2012 InfoTrends                       www.infotrends.com   16
Size does matter!
                    And so does print quality…




© 2012 InfoTrends                                www.infotrends.com   17
It’s the content, stupid!




© 2012 InfoTrends                               www.infotrends.com   18
It’s the content, stupid!

        • QR codes used in job offerings, for the city of Ghent




© 2012 InfoTrends                                                 www.infotrends.com   19
It’s the content, stupid!

        • Really good example:
          real estate
        • Provides instructions
        • Personalised QR codes
          which link to
          personalised mobile
          pages




© 2012 InfoTrends                                   www.infotrends.com   20
It’s the content, stupid!

        • Really good example:
          GraphExpo ad




© 2012 InfoTrends                                  www.infotrends.com   21
There is a time and place
                         for everything




© 2012 InfoTrends                               www.infotrends.com   22
© 2012 InfoTrends   www.infotrends.com   23
© 2012 InfoTrends   www.infotrends.com   24
© 2012 InfoTrends   www.infotrends.com   25
There is a time and place for everything




© 2012 InfoTrends                                              www.infotrends.com   26
Use with caution…
                       (creativity)




© 2012 InfoTrends                       www.infotrends.com   27
Use with caution… (creativity)




© 2012 InfoTrends                                    www.infotrends.com   28
Use with caution… (creativity)




© 2012 InfoTrends                                    www.infotrends.com   29
Use with caution… (creativity)




© 2012 InfoTrends                                    www.infotrends.com   30
Use with caution: do these still look like a QR code?




© 2012 InfoTrends                                        www.infotrends.com   31
Use with caution: do these still look like a QR code?




© 2012 InfoTrends                                        www.infotrends.com   32
Use with caution: do these still look like a QR code?




© 2012 InfoTrends                                        www.infotrends.com   33
Use with caution: do these still look like a QR code?




© 2012 InfoTrends                                        www.infotrends.com   34
Tips & Tricks




© 2012 InfoTrends                   www.infotrends.com   35
Tips & Tricks

        • Don’t include too much information
                − Use URL shorteners!

        • Don’t print them too small
                − Module size best 0.7mm or bigger

        • Only print them in one color
                − Registration errors can make them unreadable

        • Beware where the QR codes are being placed
                − Users must be able to scan them

                − E.g. not on moving objects




© 2012 InfoTrends                                                www.infotrends.com   36
Tips & Tricks

        • Tell people what to do
                − “Scan this with a QR code reader”

                − “Scan this with Quickmark”

        • Look at the complete experience
                − Link to something usefull
                − Use mobile websites

        • Test! Test! Test!
                − Not only with your brand new smart phone…




© 2012 InfoTrends                                             www.infotrends.com   37
Tips & Tricks

        • Buy the InfoTrends/VIGC in depth guide on QR codes!




© 2012 InfoTrends                                          www.infotrends.com   38
PS: The devil is in the details




© 2012 InfoTrends                                     www.infotrends.com   39
© 2012 InfoTrends   www.infotrends.com   40
The devil is in the details…

        • QR codes on a moving object are not really a good idea…
        • But: really nice website!
        • Just one details is wrong: last pages don’t work on my
          Windows Phone




© 2012 InfoTrends                                             www.infotrends.com   41

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QR code best practices (OnDemand 2012)

  • 1. QR Code Best Practices Eddy Hagen VIGC eddy.hagen@vigc.be © 2012 InfoTrends www.infotrends.com 1
  • 2. 2dimensional codes • 1D vs 2D − Higher density of information • QR-codes just one example of 2D codes − But the most common in usage • The Perfect Storm: − Growing number of smart phones with integrated cameras − Growing mobile internet © 2012 InfoTrends www.infotrends.com 2
  • 3. Overview 2D Barcodes QR Code Aztec Data matrix MaxiCode MS Tag Beetagg SnapTag Shotcode © 2012 InfoTrends www.infotrends.com 3
  • 4. Anatomy of QR code 1 square = module Must be at least 4 modules! © 2012 InfoTrends www.infotrends.com 4
  • 5. Anatomy of QR code: Versions Image: Wikipedia © 2012 InfoTrends www.infotrends.com 5
  • 6. Anatomy of QR code: Redundancy/Error Correction QR Code Error Correction Capability Level L Approx.7% Level M Approx. 15% Level Q Approx. 25% Level H Approx. 30% Image: Wikipedia © 2012 InfoTrends www.infotrends.com 6
  • 7. What is that ugly thing? © 2012 InfoTrends www.infotrends.com 7
  • 8. What is that ugly thing? Any idea what this is, what you can use this for? © 2012 InfoTrends www.infotrends.com 8
  • 9. What is that ugly thing? Huge QR code… But no information what it is, what it is used for, what people should do with it… Not everybody knows what that is! So provide information on the usage! © 2012 InfoTrends www.infotrends.com 9
  • 10. What is that ugly thing? © 2012 InfoTrends www.infotrends.com 10
  • 11. What is that ugly thing? © 2012 InfoTrends www.infotrends.com 11
  • 12. Size does matter! © 2012 InfoTrends www.infotrends.com 12
  • 13. Size does matter! © 2012 InfoTrends www.infotrends.com 13
  • 14. Size does matter! © 2012 InfoTrends www.infotrends.com 14
  • 15. Size does matter! © 2012 InfoTrends www.infotrends.com 15
  • 16. Size does matter! © 2012 InfoTrends www.infotrends.com 16
  • 17. Size does matter! And so does print quality… © 2012 InfoTrends www.infotrends.com 17
  • 18. It’s the content, stupid! © 2012 InfoTrends www.infotrends.com 18
  • 19. It’s the content, stupid! • QR codes used in job offerings, for the city of Ghent © 2012 InfoTrends www.infotrends.com 19
  • 20. It’s the content, stupid! • Really good example: real estate • Provides instructions • Personalised QR codes which link to personalised mobile pages © 2012 InfoTrends www.infotrends.com 20
  • 21. It’s the content, stupid! • Really good example: GraphExpo ad © 2012 InfoTrends www.infotrends.com 21
  • 22. There is a time and place for everything © 2012 InfoTrends www.infotrends.com 22
  • 23. © 2012 InfoTrends www.infotrends.com 23
  • 24. © 2012 InfoTrends www.infotrends.com 24
  • 25. © 2012 InfoTrends www.infotrends.com 25
  • 26. There is a time and place for everything © 2012 InfoTrends www.infotrends.com 26
  • 27. Use with caution… (creativity) © 2012 InfoTrends www.infotrends.com 27
  • 28. Use with caution… (creativity) © 2012 InfoTrends www.infotrends.com 28
  • 29. Use with caution… (creativity) © 2012 InfoTrends www.infotrends.com 29
  • 30. Use with caution… (creativity) © 2012 InfoTrends www.infotrends.com 30
  • 31. Use with caution: do these still look like a QR code? © 2012 InfoTrends www.infotrends.com 31
  • 32. Use with caution: do these still look like a QR code? © 2012 InfoTrends www.infotrends.com 32
  • 33. Use with caution: do these still look like a QR code? © 2012 InfoTrends www.infotrends.com 33
  • 34. Use with caution: do these still look like a QR code? © 2012 InfoTrends www.infotrends.com 34
  • 35. Tips & Tricks © 2012 InfoTrends www.infotrends.com 35
  • 36. Tips & Tricks • Don’t include too much information − Use URL shorteners! • Don’t print them too small − Module size best 0.7mm or bigger • Only print them in one color − Registration errors can make them unreadable • Beware where the QR codes are being placed − Users must be able to scan them − E.g. not on moving objects © 2012 InfoTrends www.infotrends.com 36
  • 37. Tips & Tricks • Tell people what to do − “Scan this with a QR code reader” − “Scan this with Quickmark” • Look at the complete experience − Link to something usefull − Use mobile websites • Test! Test! Test! − Not only with your brand new smart phone… © 2012 InfoTrends www.infotrends.com 37
  • 38. Tips & Tricks • Buy the InfoTrends/VIGC in depth guide on QR codes! © 2012 InfoTrends www.infotrends.com 38
  • 39. PS: The devil is in the details © 2012 InfoTrends www.infotrends.com 39
  • 40. © 2012 InfoTrends www.infotrends.com 40
  • 41. The devil is in the details… • QR codes on a moving object are not really a good idea… • But: really nice website! • Just one details is wrong: last pages don’t work on my Windows Phone © 2012 InfoTrends www.infotrends.com 41