QR codes are basically ugly. I tend to ignore most of them. Aside from being unattractive, they’re disruptive. They require you to launch a smartphone app (assuming you’ve downloaded one), scan the code, and then wait, staring at your phone, to discover what’s behind it.

Last week I got a postcard for a local design studio that included a QR code. I scanned it just to see where I landed. I landed nowhere. After several minutes of looking at “Loading….” I went on about my business. Who knows where that code led? I’m betting it just leads to their home page. Would I recommend that firm? Hell to the no.

My problem with QR codes, aside from them being eyesores, is that too few marketers tell us why we should bother to act on them. You need to motivate someone to pull out a phone, launch an app and scan a code.

Usually I see them on marketing collateral, though they can show up anywhere, including T-shirts, cakes, floor graphics, store signage, and so on. They’re wasted in places that can’t be scanned. I saw a ginormous QR code on a banner in an airport once. It was impossible to scan with a smartphone.

If you’re planning on using a QR code, please remember these 2 things:

1. Always make it worth someone’s time to scan your code. Tell me why I should bother. Let it launch something fantastic. Show me something special.
2. Always include some short instructions. Not everybody knows what to do when they see a QR code.

Make your QR codes worthwhile or don’t use them at all.