QR codes seem to be everywhere you look from restaurant menus to food packaging to garden signage and even junk mail.
Are all these QR codes effective? It depends.
There is a certain subset of your audience that will never use a QR code. This could be because they don’t know how they work or because they don’t trust them. Always consider your audience when determining whether to use a QR code.
For print pieces that you will hand out or have on display at an event, they can provide a quick way for a user to access your website or a form without having to type in a clunky URL. But one of the biggest mistakes is using QR codes in a digital design. Think social media.
Think about it, you’re on your phone scrolling through Facebook and you see a post for an event. The post is just an image. There’s an eye-catching picture and you want to learn more, but you can’t actually scan the QR code because you’re already on your phone. There is no link provided in the post. What are you going to do? Chances are you’re going to give up and keep scrolling.
Now let’s say you’re on your computer and scrolling through your social feed. Are you likely to take out your phone to scan a code on your computer? Probably not. A simple link in the post is a far better option.
So, are you saying I should add a link AND a QR code to my social post?
Definitely not! When it comes to social media, QR codes should be avoided. It’s better to include detailed information in your post and not just within a picture. Posts with text tend to perform better than those without, so skip the screenshot of a flyer and opt for a high-quality image with details written in your post.
QR codes aren’t always a good fit for environmental marketing either. For example, a QR code on a billboard isn’t effective. It is impossible for someone traveling down I-85 to scan it while going 70 mph. But a QR code on garden signage might make sense, as it could direct a viewer to a map or additional information about a particular plant.
When using QR codes for environmental marketing, it’s important to keep an inventory of the codes and where you are linking them. If a URL is updated or deleted, your QR code may stop working completely.
When should I use QR codes?
Use QR codes primarily on print pieces and resist the urge to then post those print designs to social.
Use a QR code in your live PowerPoint presentation if you want an easy way to direct participants to a survey in the moment, but when you share that presentation with the group, include a link to the survey as well.
Additional Resources
QR code fraud cases a growing concern for consumers according to FBI warning
QR Code Security: What are QR codes and are they safe to use?
