When to use a QR code
QR codes are new, shiny, and trendy. They can also be very useful. I've seen lots of great examples of QR codes in the wild being used in really creative ways. Unfortunately I've also seen them used awkwardly and in ways that degrade usability.
If you're not familiar with QR codes, Wikipedia has some info. The term "QR code" is short for "Quick Response code" and refers to a square matrix barcode that holds information. When that code is scanned, it delivers information to the person scanning it. It can lead to websites, videos, or can transmit information to the user's phone.
So how do you decide when to use QR codes?
1. When you have a mobile website. If your website is not mobile optimized, please don't send people to it with QR codes as it can be an awkward experience. However, if your website is optimized for mobile devices, this can be a good opportunity to use strategically-placed QR codes on real-world signage or objects. These QR codes can lead the user to additional information or calls to action on your mobile website.
2. When it improves usability. I see a lot of QR codes being used in situations in which it's clear that the publisher or business is simply doing it to look progressive or just to try it out. If a QR code makes a task more difficult, it should not be used. However, if a QR code actually saves time and enhances a transaction, it's a good use of the technology. Korea's Tesco supermarkets offered us a brilliant example of how QR codes made life easier for customers.
3. When you can offer a compelling reason to ask for the information. Your constituents probably don't want to scan a QR code just to receive more marketing. Instead, motivate them to scan codes by offering them something of value. This is good content marketing. It can be a special offer, an educational publication, or some sort of entertainment. If your constituents have a compelling and specific reason to scan the code, you'll see a much better conversion rate.
4. In the "on the go" context. If your QR code is going to be received when someone is sitting at a desk, it's probably not a great use of the technology. I've seen QR codes on postcards before that waste an opportunity to send the recipient to a full, information-rich website but instead use a QR code as the call to action. This moves to call to action to a more restricted mobile device. Why do this when your recipient most likely has a desktop or laptop computer sitting right there on the desk? Instead, think of ways to capture attention when people are away from the office. QR codes are most powerul when they integrate seamlessly into a person's context and make it possible to acquire information that would otherwise be more difficult to get.
QR codes can be used in a lot of creative ways. Just make sure you are thinking carefully about the context, usability, and content of your situation.
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