Manual para el uso de Codigo Qr


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Manual para el uso de Codigo Qr

  1. 1.© Unitag SAS 20122To be efficient a QR Code campaign has to be structured and organized. In order to doso you will be introduced to 10 rules through this guide. They will give you the necessaryknowledge to correctly use QR Codes.You will then be able to design your marketing campaigns while being confident in theadded value of the operation and the impact on your consumers.In this guide Unitag also details good and bad examples of QR Code campaigns so thatyou make the best choices and avoid common mistakes. After which you will have all thenecessary assets to make your QR Code event successful.Follow the guide !Introduction
  2. 2.© Unitag SAS 20123SummaryQR Code presentation 410 rules about QR Codes 7I. Choose your QR Code typeII. Customize your QR CodeIII. Use contrasting colorsIV. Adapt the size of your QR CodeV. Choose the correct printing supportVI. Optimize your QR Code’s visibilityVII. Ensure that you are in an area with WiFi / Data serviceVIII. Explain how to use your QR CodeIX. Offer some added valueX. Make your QR Code leads to a mobile websiteQR Code campaign examples 16Bad examplesGood examplesAppendix 31Quiet ZoneQR Code sizeQR Code structureRedundancy
  3. 3.© Unitag SAS 20125What is a QR Code?A QR Code is a two-dimensional square barcode, often black-and-white,that is found more and more frequently in advertisements. It cancontain various kinds of useful information for consumers. For example,it can redirect a user’s smartphone to a web page in order to let himpurchase the advertised product. Or to let him download a coupon, oreven add an event to the calendar on his smartphone.In other words, QR Codes can add a digital dimension to physical andprinted material, enhancing your marketing campaign and increasingits impact on consumers.Furthermore, QR Codes need not be limited to simple black-and-white. QR Code designs continue to evolve, with many attractivedesigns appearing in the market. We feel that the best QR Codesshould incorporate your colors and branding, so that you can draw theattention of consumers and get them to scan your codes.Customize your QR Codes!With its state-of-the-art QR Code generator, Unitag’s goal is to provide businesses with attractive andcolorful QR Codes. Our online code generator provides robust customizations - color, shapes, logooverlay, etc. - that can incorporate your corporate brand, or even create a new one, into your QRCodes. Additional design elements can be incorporated with the assistance of a graphic designer, solong as certain rules, described later in this guide, are followed.
  4. 4.© Unitag SAS 20126How to read QR Codes?QR Codes are read by so-called “reading applications”, which arebasically barcode scanners. There are dozens of them that you candirectly download on your smartphone. But pay attention to thefact that readers are differently efficient at reading QR Codes! Thatis why we recommend the i-nigma reader for higher performance.The reference: i-nigma ( on iPhone, Android and BlackberrySome other applications:FlashcodeAnother common application (iPhone and Androïd)NeoReader A possible alternative (iPhone and Androïd)Reading - or scanning - a QR Code is then a very easy three-stepprocess, as detailed in the opposite diagram.The user has to open its reading application and aim at the QRCode with the smartphone’s digital camera. It is then recognized bythe application which carries out the associated action - generallyopening a web page.
  5. 5.© Unitag SAS 20128I Choose your QR Code typeBefore creating the QR Code you want to publish, you shouldchoose what type of information will be incorporated into thecode. Different types of information can indeed be encoded andlead to different actions.QR Codes can encode the following actions:A website URL to which the user will be directed and where he will see the content madeavailable for him.An email or a text-message ready to be sent.A business card which can be directly stored in your smartphone’s contact list.An event that can be automatically added to your calendar.A phone number recognized by your Smartphone for dialing.A simple text to display.Wi-Fi access point’s credentials to initiate a connection from your smartphone.
  6. 6.© Unitag SAS 20129II Customize your QR CodeChoosing the correct type is the first step in creating your QR Code. You can then customize the codeby changing its colors or size, or by overlaying a logo - there are many possible modifications. Bypersonalizing your QR Code, you can achieve a competitive advantage in the market, differentiatingyour business and your product and drawing the attention of more consumers.
  7. 7.© Unitag SAS 201210III Use contrasting colorsWhen customizing your QR Code with different colors, make sure the code remains readable! No matterwhat set of colors you apply, the background color has to CONTRAST with the colors of the QR Code itself.Make note that some barcode scanners cannot interpret negative QR Codes - that is to say bright colorson a dark background. So be sure to test any negative QR Code you generate, because if the contrastis not strong enough or if the colors are not bright enough, your QR Code would be left useless.
  8. 8.© Unitag SAS 201211IV Adjust the size of your QR CodeIf your QR Code is too small for the environment in which it is printed, the code will not be readable. Therefore,be sure to compute the proper size based upon the following formula:Size of your QR Code = Distance from the code to the scanner / 10The size of your QR Code thus depends on where it is located, like a newspaper, product packaging ora large poster, and how far your mobile device will be from the code. Different locations and conditionswill require different QR Code sizes.For example if you decide to print your code on a advertising poster, the QR Code might be scannedfrom 3 meters (10 feet) away, so the code should be at least 30 centimeters (1 foot) square.QR Codes can be printed in any size; however you should be careful when printing a code at a sizeless than under 3 cm (1 inch) square.The best way to ensure that your QR Code has the right size is to scan using different smartphonesand different scanners, in expected scanning conditionsNote: Not all Smartphones have the same camera quality. Be sure to take current technology intoaccount when sizing your QR code, and, where appropriate, make your QR code a little larger thanthe formula above would suggest.
  9. 9.© Unitag SAS 201212V Choose the correct printing surfaceT-shirts, mugs, posters and even toilet paper, printing options forQR Codes can be diverse and original! However where you print theQR Code may affect its readability. For instance the printing surfacemust be flat to permit QR Codes to be read, and try also to avoidprinting on reflective or easily distorted surfaces.VI Optimize your QR Code’s visibilityBesides the chosen printing surface you will have to considerthe environment in which QR Codes will be displayed. Theyhave to be at the same time READABLE and VISIBLE by theconsumer. Try to avoid QR Codes displayed too low on a poster,in a dark place or even on a moving surface. Also, it will bemore efficient to publish the QR Codes in environments whereconsumers will in fact be able to use their smartphones to scan.
  10. 10.© Unitag SAS 201213VII BesureasuitablemobilenetworkisavailableWithout any suitable mobile network your QRCode might not be of any use. Indeed if your QRCode redirects the user to web-based contentthe consumer must have access to a quality datanetwork, whether mobile or WiFi. If you knowspecifically where the code will be available, youshould consider testing the data availability.VIII Explain how to use your QR CodeNot everybody knows what QR Codes are made for and how they are read. It is important to print alonga QR Code an explanation on what a QR Code is and most important how to scan it.
  11. 11.© Unitag SAS 201214IX Offer some added valueCustomers are inclined to scan your QR Code because theyexpect to take advantage out of it. Couponing, exclusiveinformation, direct marketing are good examples of what QRCodes are good for, they must deliver attractive content. Thusyou must indicate what kind of benefits the customer will getfrom scanning your QR Code.X YourQRCodehavetoleadtomobile-optimizedcontentIf your QR Code redirects to a website or a video, it must be mobile-optimized. Most regular websites are poorly displayed on smartphones,requiring inconvenient zooming in and out to read their content. Videoswill play well on smartphones, but should not be more than 30 to 60seconds in length.If you do not have a mobile-optimized website Unitag offers a mobilepage generator called
  12. 12.© Unitag SAS 201215Do not forget the QR Code golden rule:Always scan your QR Code,and scan it again,before printing it!
  13. 13. © Unitag SAS 2012 Be careful, campaign not made by Unitag !17Bad example
  14. 14. © Unitag SAS 2012 Be careful, campaign not made by Unitag !18Bad example Pictures of a TIME Magazine QR Code advertisement billboard on 51st and Broadway near TimesSquare in New York City. These customized QR Codes, created by SET Japan, had been popping up fromthe pages of TIME Magazine for months, redirecting readers to additional (non-mobile) web content.• 1st issue: unreadable QR Codes.On this billboard, it is difficult to read the QR Code (even morewith this type of customization). The company had obviouslyforgotten to try with different readers in order to check if thesecustomized QR Codes were readable.• 2nd issue: a non-adapted content.While these QR codes may look "cool", the related content is abig disappointment because it is not adapted for a mobile context.So this is basically an enormous billboard in New York City featuringa customized QR code that cannot be read by the majority ofreaders, and that links to a generic non-mobile website.• 3rd issue: no information.Not everyone is aware about QR Codes and how to scan them. So the fact that there is nothingexplained on this billboard is an issue: - How to scan it? - Which reader to use? - What type of information do I get by scanning this code?source :
  15. 15. © Unitag SAS 2012 Be careful, campaign not made by Unitag !19Bad example Bruketa & Zinic decided to promote tourism in their region and therefore integrated QR Codeson license plates with a redirection to the “Croatian tourist Board” web page.• 1st issue: bad conditions for scanning.It looks like the QR Codes are more likely to cause accidents than to attract tourists!Besides the fact that it is not legal to use a phone while driving, trying to scan these QR Codes could bequite dangerous because drivers would then have to get close enough to the cars and would pay lessattention to the traffic.• 2nd issue: a website not easily accessible.Moreover, the content is nothing else than the tourism website home page and is not adapted forsmartphones. Users have to focus on reading and do not focus on their driving! The purpose of theoperation was to discourage tourists, right?source :
  16. 16. © Unitag SAS 2012 Be careful, campaign not made by Unitag !20Bad example Pix designed a marketing campaign to be displayed... in the subway!The basic idea of humorous posters was however quite good. Pix wanted to complement theiradvertisement with a QR Code leading to a short clip detailing their campaign.• 1st issue: no access to amobile network.There is no mobile network access in thesubway! Keep that in mind because it is avery common mistake to display QR Codesin the subway, which is of course comple-tely useless.• 2nd issue: a content sizetoo important.Besides,oncetheQRCodewasscanned,thesize of the clip that had to be downloadedon the smartphone was important and thedownload took too much time.source :
  17. 17. © Unitag SAS 2012 Be careful, campaign not made by Unitag !22Good example
  18. 18. Good example23© Unitag SAS 2012 Be careful, campaign not made by Unitag ! Here is a very smart use of QR Codes from Korea, a country known for its very high numberof people using this technology. This campaign was designed by Emart, one of the largest Koreanretailers, because they wanted to increase sales during lunchtime.• 1st asset : a new concept using innovative technology.Emart introduced “The Sunny Sale” across the Seoul. This involved a three-dimensional sculpturewhose shadow in the sun would complete a QR code only between noon and 1 p.m. every day. Anybodywho did scan the code was given a special 25% off discount that could be redeemed in store or on theirmobile e-commerce site.• 2nd asset: an efficient campaign.It is a smart way to effectively use technology to drive sales, at least in the short term. Emart saw a greatincrease in sales during lunch hours and even doubled the number of locations for Sunny Sale QR Codes.While the wow factor will surely quickly fade, it is still a great example of marketers finding a way toturn QR codes into something actually worth scanning.source :
  19. 19. Good example24© Unitag SAS 2012 Be careful, campaign not made by Unitag !
  20. 20. Good example25© Unitag SAS 2012 Be careful, campaign not made by Unitag ! In order to promote its new jean collection, Clavin Klein dared to print enormous billboards fea-turing a very wide QR Code on it. The QR Code lead to a video introducing the new products in a sexyway. It is a success for the brand.• 1st asset: an original idea.Besides the originality of this well done campaign, Calvin Klein reaches its objective to create a Buzzusing a mere QR Code poster (which is easy to scan). They succeeded in promoting what we cannotdisplay on the street in New York.• 2nd asset: a real added value on the content.It is an exclusive video that can only been watched after scanning the code which leads to an exclusiverelationship between the brand and the consumer.source :
  21. 21. © Unitag SAS 2012 Be careful, campaign not made by Unitag !26Good example
  22. 22. Good example27© Unitag SAS 2012 Be careful, campaign not made by Unitag !Making the QR Code technology sexy was the new challenge of the brand, and it’s a win shot. In factVictoria’s Secret reaches its goal perfectly in displaying sexy posters on the street with a QR code onit… hiding products brand.• 1st asset: an attractive advertising!This can be called an attractive campaign ! In fact, it is a really funny way to play with the curiosity ofthe consumers and push them to scan your QR Code.• 2nd asset: a real content.Furthermore the content itself is attractive too and also exclusive, showing the new Victoria’s Secretcollection.The only risk there would be car accidents due to inattentive car drivers.source :
  23. 23. © Unitag SAS 2012 Be careful, campaign not made by Unitag !28Good example
  24. 24. Good example29© Unitag SAS 2012 Be careful, campaign not made by Unitag ! At Denver’s airport were displayed a few dozens giant QR Codes to get people’s attention. Oncescanned, books are made directly accessible for free on the smartphone. Or some sudokus or crossedwords. A good way to spend some time waiting for one’s plane.• 1st asset: a well-thought-of use.The campaign is displayed in an original, useful and well-thought-of place. Here consumers have nothing else to do except waitingfor their plane, they will hence have all the time they need to scanthe QR Codes and benefit from their content.• 2nd asset: an innovative idea.The content accessed via the QR Codes is totally appropriate to theplace and the situation of consumers. Besides, it is free and this isvery appreciated in the context of an airport where everything isexpensive.source :
  25. 25.© Unitag SAS 201230It is crucial to think about all the components of a QR Code campaign. Its content, howit will be displayed, the environment in which it will be displayed or even the targetaudience are all very important parts to control.From now on, these 10 rules will allow you to conduct successfully your project and tocreate by yourself your QR Code on Unitag’s website. Don’t hesitate and get started!If you want an even more extended personalization through the work of a graphicdesigner, the appendix will help you understand the technical rules to follow.The Unitag team wishes you all the best success!Conclusion
  26. 26.© Unitag SAS 201232Quiet ZoneQR Codes need a homogeneous zone around them to be read easily by scanners. This quiet zone mustbe of the same color than the background color of the QR Code (the one next to the modules, not theone of the modules) and must be wide enough (precisely, it must correspond to the width of 4 squares).
  27. 27.© Unitag SAS 201233The size The more large the data of a QR Code is, the more squares it is composed of (and the smallerthey are). The QR Codes becomes then hard to read!Only one solution: the size of the information has to be reduced when possible. If your QR Code leadsto a web page, you can use a URL shortener service like or These toolstransform long addresses in short ones (for example can be reduced to an address like You will then encode the shortaddress in your QR Code, making it thus easier to read! Note that some Unitag offers include the useof an integrated URL shortener service. Contains a lot of information= lots of small modules= hard to scanContains less information= fewer modules= easier to scan
  28. 28.© Unitag SAS 201234The structure A QR Code consists of black and white squares called binary modules. There are also three bigsquares in some corners, they are called “eyes” of the QR Code. Some smaller eyes can also be foundin the middle of the code.When you decide to personalize your QR Code, a part of this structure can be modified. But thefollowing rules would then have to be respected: • The green zones are distortable up to 30% given the redundancy level;• The “Position” and “Alignment” zones - called eyes - have to be modified carefully (just regularly testif the QR Code remains readable, with a less efficient reading application);• The other zones can be modified less carefully. The most efficient QR Code readers will succeed inreading even a very altered QR Code, however the eyes and the rotation module are the most sensitivezones because they allow to locate it.
  29. 29.© Unitag SAS 201235Redundancy Data encoding is redundant, which means that the information is repeated in the QR Code. Thisallows to keep it readable even when a part has been altered. There are 4 redundancy levels, eachincreasing the number of modules and reducing the readability.The indicated percentage corresponds to the part of the surface that can be modified.The redundancy level and the use of the QR Code must be considered together: • No damage risks or strong requirement to reduce the number of modules: level L; • Normal use: level M; • Need to insert a logo or damage risks: level H or Q.Note: it could be tempting to always choose a high redundancy level, but keep in mind that thisdecreases the size of the modules and potentially makes the QR Code harder to read.You will have to find the right balance!Light (L) 7% redundancyMedium (M) 15% redundancyQuality (Q) 25% redundancyHigh (H) 30% redundancy
  30. 30. QR Code is a registred trademark of DENSO WAVEUNITAG SAS29 Rue Jeanne Marvig - 31400 Toulouse FranceRCS 532 050 523-