What would you rather scan: a forgettable black-and-white pixel box or a playful QR code that promises 20% off your next purchase?
(We’re pretty sure we know the answer!)
QR codes have come a long way from their early days as boring yet functional tools. Today, they’re a marketing favorite thanks to their easy customization, branding potential, and versatility.
But not all QR codes are created equal. In this article, we’ll go over how to create a QR code that’s on-brand, eye-catching, and engineered for maximum scans. Let’s take a look!
Design Considerations To Keep In Mind
Before you start coming up with all sorts of interesting and colorful designs, there are a few things to keep in mind — namely, brand aesthetics and the type of QR code.
A basic black-and-white square might get the job done, but it won’t stand out or leave an impression… and that’s exactly where branding comes in.
Using your brand’s color palette is a simple way to make your QR code pop while keeping it consistent with your overall design. If your company has a branding kit, definitely consult it for details like hex codes, CMYK values, or RGB breakdowns to ensure precise color matching.
Likewise, adding your logo is one of the easiest ways to reinforce brand recognition. Most QR code generators allow you to embed a logo directly in the center or overlay it onto the code.
A fantastic example of this comes from Lancôme when, during a marketing campaign, they incorporated their iconic rose logo into the center of the QR code. Not only did it look stunning, but it also made their QR code instantly recognizable and memorable.
Besides brand aesthetics, you’ll also need to consider the type of QR code to use. Here’s a quick breakdown:
- Static QR Codes are fixed and can’t be edited after creation. These are great for one-time uses, like event invites.
- Dynamic QR Codes are editable, trackable, and perfect for marketing campaigns. They allow you to update content or track scan data without reprinting materials.
When in doubt, we recommend choosing dynamic codes for their flexibility and versatility. Now let’s take a look at how to create your custom QR code.
Step-By-Step Creation Process
First, choose a reliable QR code generator. Be sure to look at what they offer, such as customization options, analytics, error correction, and other tools.
After getting familiar with your generator of choice, you’ll need to choose between static or dynamic codes. As mentioned above, dynamic codes are the way to go if you’re running long-term campaigns or need powerful analytic tracking capabilities.
Now it’s time for the fun part: branding! While a generic black-and-white QR code might get the job done, that’s not why we’re here, is it?
Make your QR code stand out by incorporating your branding, colors, logo, and typography. Be sure to play around and A/B test this part to see which combinations work best.
While we’re on this topic, make sure it’s scannable — even the most beautiful QR code in the world is useless if it doesn’t work! To ensure scannability, avoid overly intricate designs, stick to high-contrast colors, and make sure the QR code size is large enough to be scanned easily.
From there, we can move onto the next step: add a clear call to action (CTA). While a vague “Scan Me!” might hook some people, an eye-catching and curiosity-inspiring CTA will drive even more engagement.
That’s exactly what happened when a store noticed higher conversions after updating their CTA from a basic “Scan Me” to a more enticing “Unlock 15% Off.” A small change can make a huge difference.
The more value-driven your CTA, the more likely people are to scan — try something more compelling like “Unlock Exclusive Content”, “Claim Your __% Discount”, or “Join Our Rewards Program Instantly.”
You followed our best practices, made a beautiful on-brand QR code, and crafted an epic CTA. Great work, right? But wait, we’re not done just yet!
Make sure your QR code actually works by testing its scan reliability across different devices and platforms.
If possible, test your QR code on a variety of smartphones, including both Apple and Android models, to ensure that it’s accessible to everyone. Don’t forget to use different scanning apps and operating systems, as each might handle the code a little differently.
As we mentioned, this is perhaps the most important step — and something one marketer found out a little too late when their QR codes wouldn’t scan on older Android phones. The culprit? A color palette that was too low in contract!
QR Code Best Practices
Now that you’ve created an awesome QR code or two, let’s go over some best practices to keep in mind.
First, location, location, location! Place your QR codes where they’re easily visible and accessible — think eye level on posters, prominent spots on packaging, or at checkout counters. If your audience can’t easily see or “reach” the code, they’re unlikely to scan it.
If you’re thinking of using QR codes in outdoor advertising, it’s also a good idea to avoid locations where glare, poor lighting, or obstructions might make them hard to scan.
Speaking of placement, one clever strategy is to tap into transit ads, which means placing QR codes inside things like buses, train stations, tram wagons, and even behind taxi seats. Since people are typically looking for something to do while they wait for their ride, it’s an excellent way to capture attention and drive engagement.
This strategy worked particularly well for a leading shampoo brand in India, which placed ads with a QR code inside a female-only wagon to reach their target audience. By placing the QR codes in an environment where their audience had both time and interest, the brand was able to generate significant engagement and brand awareness.
Another important consideration is making sure that you don’t place QR codes in locations with poor internet connectivity. There’s no point in scanning the code if the customer can’t open the page, right? If your QR code links to a page that requires internet access, providing a WiFi option with login instructions can improve the user experience.
Next, ensure the QR code size is large enough for quick scanning. A QR code that’s too small will frustrate users, while one that’s appropriately-sized facilitates seamless scanning.
Keep QR code experiences mobile-friendly. If your QR code leads to a website, confirm that the landing page is optimized for mobile devices. Slow-loading pages, broken links, or clunky navigation can frustrate users and drive people away. Keep it seamless, intuitive, and valuable.
And just like many other things in marketing (and life), be sure to continually optimize — don’t be complacent. Test different placements, tweak your call-to-action, and monitor how your audience interacts with your codes. Small changes can have a big impact!
How to Use QR Codes in Different Industries
Did you know that QR codes were originally used to keep inventory of automobile parts?
Not exactly the most exciting start, but today, these little squares have gone from factory floors to just about every industry you can think of — including yours!
When you think of QR codes, what place usually springs to mind? If you’re like most people, you probably answered your favorite third-wave cafe or brunch spot — and for good reason: restaurants and cafes have fully embraced the efficiency and convenience of QR codes!
In fact, digital menus have become the new normal, especially after COVID. Some places even take it a step further and integrate QR codes with an all-in-one restaurant platform so that customers can also pay online and leave reviews — without the need to flag down a waiter.
Retail and beauty are two other industries that have fully taken advantage of QR codes. When scanned from product packaging, these codes can lead directly to video tutorials, customer reviews, loyalty program sign-ups, and much more.
Ever wondered how a lipstick shade would look on you before buying? Now you don’t need to guess: some companies are experimenting with AR (augmented reality), which allows customers to ‘try on’ a product on themselves before they commit to buying.
According to immersive tech company Rock Paper Reality, Clinique is just one company that uses QR codes and AR in its virtual studio experience. They note, “Users scan the QR code on the website to access the app… [After] the user takes a selfie, the application offers a personalized skin diagnostic.”
These reports look for signs of dehydration, irritation, acne, wrinkles, and five other important components of skin health. From there, the tool then offers customized treatment recommendations for each concern.
QR codes have also become a mainstay at events and conferences. From the moment you arrive, QR codes simplify the check-in process by getting rid of long lines and extra paperwork. Organizers also use them to distribute exclusive content, such as speaker presentations, event schedules, and presentation decks.
At some events, QR codes are printed on event badges and link directly to a participant’s LinkedIn profile or professional portfolio.
Likewise, QR codes have transformed the way professionals exchange contact details, making traditional paper business cards feel almost obsolete. One of the latest advancements is digital business cards which are exactly what they sound like: professionals can share their contact information instantly with a quick scan. No need to furiously scribble email addresses on napkins — just scan, connect, and keep the conversation going!
Beyond these industries, even healthcare has seen a surge in QR code adoption. Many hospitals and clinics use them to make the process easier for patients, whether it’s booking an appointment, getting medication instructions, or even accessing vaccine records.
No matter the industry, QR codes are proving that a simple scan can open up a world of possibilities — so why not make your brand unforgettable and try creating a customized code today?
