Margie Dana

By Guest Contributor John Parsons

If it weren’t for sites like Twitter or LinkedIn, I might never come across great articles like this one by John Parsons. Hopefully, I’ll get to meet him one day.

John Parsons, formerly the Editorial Director for Seybold Publications, is the principal of Byte Media Strategies, a business, graphic communications and workflow consultancy. His clients include software developers, publishers, printing/marketing service companies and trade associations, for whom he writes and consults on a variety of topics and technologies. These include digital editions, e-books, QR Code workflow, print-to-mobile campaigns, digital color printing and Web-to-print. He is the author of numerous articles and research reports, and has lectured widely on critical topics for publishers and graphic communicators. John may be reached at or .

Here’s his piece, which caught my eye and led me to ask his permission to reprint it.

Six Simple Rules for QR Codes

By John Parsons

QR (“Quick Response”) Codes have been around for a long time in Japan, but have only recently become a hot topic in North America. The prospect of extending one’s brand message from print, outdoor or TV media into mobile devices has captured the imagination of marketing and communications professionals. However, there are basic rules for this “new” media, which are violated at the brand owner’s peril.

For the most part, these rules assume we’re talking about QR Code, the free, ISO-governed specification developed in Japan by Denso-Wave in 1994. However, they also apply to other 2D barcode formats, such as Semacode, Data Matrix and the proprietary (but colorful) Microsoft Tag.

RULE 1: Keep the “Data Density” Low

It is technically possible to encode thousands of characters in a single QR Code image or tag. However, the more data you encode the denser the resulting tag will be. A “matrix” of more than 33×33 data pixels increases the risk that it will not be scanned or processed correctly. Not all phone cameras and reader software can handle a really dense 2D barcode.

There is an extension of Rule 1, for QR Codes that resolve to Web sites. The shorter the URL, the less dense your QR Code image or tag will be. If you’re comfortable using a third party URL shortener like bit.ly or TinyURL, do so. Otherwise, buy a short domain or subdomain name and resolve it via DNS.

RULE 2: Print Conditions Matter

As a general rule of thumb, printed QR Code images or “tags” should be at least one inch (2.54 cm) square* — assuming the tag’s matrix is reasonably small (see Rule 1) and the user is holding the printed piece. For posters and display media, it needs to be large enough for easy scanning. In addition, it must have sufficient margins around the image, to allow smartphone cameras and reader software to capture and process the tag.

Also, QR Code tags should always be printed for use in optimal viewing conditions: sufficient light, not behind highly reflective surfaces and on media suitable for mobile users (e.g., on pedestrian mall signs, not on freeway signs). Print professionals should always leverage their expert knowledge of how print is consumed, and what people are typically doing when they consume it.

* Other formats may be printed at smaller sizes than QR Code. For example, Data Matrix images can be 0.75″ (1.9 cm) square. For Microsoft Tag, it can be as small as 0.5″ (1.27 cm) square.

RULE 3: Make It Easy to Download a Reader

In North America today, most smartphones do not come with 2D barcode reader software preloaded. This is beginning to change, as carriers, phone manufacturers and OS providers catch on. Until then, however, a smartphone user must download a free reader before he or she can scan a tag. So, for now, every QR Code campaign must include a simple means of locating and downloading the software.

RULE 4: Make the Landing Page Mobile-Friendly

Nothing will kill your 2D barcode campaign faster than directing users to an ordinary Web page. Mobile browsers have unique requirements: small screens, CSS issues, bandwidth issues, memory/storage limitations and the absence of runtime code support, such as Flash for the iPhone. What works on a regular browser may frustrate and anger the very people you’re trying to reach. Make sure your landing page is optimized for mobile use.

RULE 5: Offer the User Something Valuable

You’re asking a mobile user to spend his or her time with your brand on their personal, handheld device. Make the experience worth the effort. Offer something the user actually wants – something that meets a real need. (Think of QR Codes and their mobile landing pages as the Genii from Arabian Nights. Give the person viewing your QR Code a reason to rub the lamp.)

RULE 6: Give the User Something Meaningful To Do

Every QR Code scan and its mobile experience represent potential value to your business: a sale or lead, a more brand-loyal customer, a long-term business relationship. For that to happen, however, the mobile landing page must include some meaningful, desirable action that the user can take – one that makes sense on a mobile phone, including the ability to provide:

Mobile coupons, prizes and membership/reward programs
Streaming audio or video
Store locations/directions, via Google Mobile Maps
Mobile tickets and reservations
Promotion of featured products or services
Immediate call back requests
Direct calling, SMS/MMS text messaging and emails
Invitations to connect via YouTube, Facebook or Twitter
Image galleries
Anything a smartphone can do…

An email opt-in process is also a possibility, if used with care. (An opportunity to be on a spam list is never an attractive offer.) Always give the user something to do that meets his or her need – a real reason to interact with your brand.

© 2011 Byte Media Strategies LLC. All rights reserved. Your comments are encouraged. You’re free to forward this email to friends and colleagues. However, no part of this column may be reprinted without permission from the author.