2. There is a greater strategy behind why you are
using QR codes. QR codes aren’t the strategy
They are a [faster] means to an end.
The end should be focused on.
3. A typical Campaign path
2 elements are key here.
• Creative graphic: an image to
spur a reactive move toward the
CTA.
• Incentive: a perceive reward as
motivating factor.
QR Code deployed
(with crafted copy)
and clear single CTA
Users gets information about
campaign and incentive.
Users carry out action and possible
metrics are captured.
4. All elements:
[Creative graphic, Copy, Tagline, CTA]
Should focus on the end goal.
Only indicate that scanning the code gets them there.
5. Implementation guideline (1)
Size
Not too Big, Not too Small.
Observe optimal scanning distance
i.e Camera lens to paper. Usually about
10 inches distance would pick a 1inch
square code.
Try and Test.
Exact Point: Let the code fit in the screen of the user’s
phone with the least effort
5
7. Implementation guideline (3)
QR code Image
Use high resolution images. Don’t distort.
7
Designer codes can be used to give a sense
of uniqueness, not just the plain White and
Black everyone sees.
Mind the silent spots if you are applying a custom design
8. Implementation guideline (4)
Encoding Information
Shorten Urls. - Goo.gl, bit.ly, Custom shortners
The lower the number of characters encoded, the lesser the
density of the code and the faster it would read.
8
10. Implementation guideline (6)
Printing
Material: Avoid HIGHLY reflective surfaces. Glossy paper
would do.
Position: Avoid Edges and Folds
10
For each print media, use different QR codes
for easy segmentation
11. Implementation guideline (7)
Fail proof
Provide alternative link to users that points to the encoded
link, preferably a custom shortened link
e.g bit/ly/[short catch phrase] -> encoded url
11
By ensuring this you provide a fall-back measure for users
without a scanner. You also achieve segmentation.
“..Get a QR reader app” – could be Highly distractive as it goes
against the principle of ONE single and clear CTA
12. Implementation guideline (8)
Landing Page.
More tracking. – Google Analytics.
Mobile Optimized Landing page.
Avoid Flash and heavy content.
Apply Landing page principles. Bare minimum. No distraction.
12
The User is here now, the content should deliver
the promised proposed.
14. Your Checklist
Clear Call to Action present
There is value within via an Incentivised offer
Presence of creative graphic and crafted copy
Use shortened URL
Encode with High Error correction
Unique QR code look
Unique QR code for each different channel
QR code is readable after custom design
QR code size, and placement is optimized
QR code resolution and color is optimised with enough white border
Sample Test with multiple scanners. Test again
Destination can be changed after campaign period
Tracking and Analytics in place and data is being captured
Analytics data is valid
Mobile optimized Landing Page