A guide to executing QR code for print.

1. Exploiting QR codes for Mobile Print Media
a definite guide

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
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6. Implementation guideline (2)
Color
High Contrast. Don’t invert. Allow white Border.
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7. Implementation guideline (3)
QR code Image
Use high resolution images. Don’t distort.
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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.
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9. Implementation guideline (5)
Marketing Content
Copy: well crafted
Image: Creative
Simplicity: Clean and Minimal Design.
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10. Implementation guideline (6)
Printing
Material: Avoid HIGHLY reflective surfaces. Glossy paper
would do.
Position: Avoid Edges and Folds
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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
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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.
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The User is here now, the content should deliver
the promised proposed.

13. Measurable
metrics
Browser/
Device
OS
*User
demographics
No of
scans
Scan
time/
peek
period
Conversion
Location
*User demographics:
Not always available

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

15. qrcamp.com © 2013