A QR code is a square made up of smaller squares that, when scanned by a smartphone camera, directs the user to a website or a promotion.
A QR code is a mostly black-and-white, square pattern that can be scanned using a smartphone camera. This triggers an action, such as opening a website, displaying contact information, starting an email, or connecting to Wi-Fi.
QR stands for “Quick Response,” as the information behind the QR code is immediately available. It thus connects a printed item to a digital offering without requiring anyone to type in an address.
The QR code was developed in Japan in 1994 by the automotive supplier DENSO for the rapid identification and tracking of components in manufacturing.
Initially, the QR code was used primarily in industry and logistics. With the advent of QR-enabled cell phones in the 2000s, it became increasingly common in everyday life. Modern smartphones later made scanning directly via the camera particularly easy. The QR code experienced another major surge in popularity during the COVID-19 pandemic. Contactless menus, check-ins, and information made the code a part of everyday life.
Print advertising has always faced the challenge of directing potential customers to a digital offering. They either had to memorize an address or type it in—which hardly anyone did.
The QR code provided a direct link and made the transition from print to digital easier than ever—and, with the right tracking solution, even measurable. This makes it possible to track how often a QR code—or the address it links to—was accessed.
The QR code must offer a clear incentive to scan it; otherwise, it will be ignored. The destination must also be optimized for smartphones; otherwise, visitors will end up on a page that’s difficult to navigate. However, many people also have security concerns about scanning an unfamiliar code they’ve found somewhere on the street. Since the destination of a QR code isn’t immediately apparent before scanning, context and trust are particularly important.
A machinery manufacturer prints a QR code on its trade show brochure that links directly to a product video and an inquiry form. Visitors to the trade show booth scan it and have the information immediately at their fingertips. The company uses a trackable QR code for this purpose and can also measure the number of scans and determine how frequently the brochure is being used.
The printed touchpoint has thus been transformed into a digital action.