Quick Response codes, more commonly known as QR codes, have become a practical and popular way to share information between people and devices. Whether you’re scanning a menu at a restaurant, registering for an event from a flyer, or making a contactless payment, QR codes have become an integral part of our everyday routines. Don’t let their simplicity fool you—it’s important to follow these best practices to unlock their full potential!
Context and Transparency Matter
QR codes are more than digital shortcuts. Scanning a QR code is almost like that split second when you decide whether or not to strike up a conversation with a stranger at a coffee shop. At that moment, the potential scanner weighs whether it’s worth their time and trust. They’re thinking: will this be truly helpful, or am I about to end up on a random mailing list?
For marketers, this means that a generic “Scan Me” doesn’t cut it anymore. People need context! There’s often an awkward “information gap” between your hook and the QR code, and it’s your job to bridge it. Make it clear what’s behind the scan. Will it unlock 10% off? Give access to something exclusive? The more specific, the better.
To be effective, a QR code must deliver immediate value and feel like a helpful tool, rather than a digital interruption.
Simplicity Sells: Make the Experience Seamless
QR code generators have made it easier than ever to turn any link into a scannable image, but here’s the million-dollar question: how do you turn that simple scan into a meaningful experience that evokes emotion?
Here’s your roadmap:
- Use contrast. Place the code against a clean background
- Make it yours. Brand the code with your logo, colors, and visual identity
- Guide the user. Add a clear call-to-action that matches the user’s end goal
- Think accessible. Position the code where users can easily reach it (not above their heads like digital mistletoe)
- Delight them. Get creative and deliver a small moment of surprise or joy
These simple tips increase engagement and transform passive material into interactive experiences. The key is to lead users somewhere useful, beneficial, and worth their time. Instead of linking to your homepage, consider directing scanners to a success story about how a local business thrived with your support, or to a report on job growth and investment impact in your region. Share something they can’t get anywhere else!
Avoid These QR Mistakes
I’ve seen some QR code snafus in my time. If you want yours to be effective, steer clear of these common mistakes:
- Don’t place them on websites, emails, or social media
- Instead, use clickable links in digital spaces where scanning isn’t necessary
- Don’t display them in fast-moving or low-attention areas
- Choose locations where people have time and space to engage, such as signage near checkout counters or printed materials
- Don’t add a vague call-to-action
- Clearly outline what the users are getting if they scan
- Don’t link to generic or outdated pages
- Keep content fresh, relevant, and up-to-date
- Don’t use them when there’s no next step
- If all the information already fits on the page, skip the code and keep it simple
Design Responsibly and Keep Ethics in Mind
We’ve covered all the great things a QR code can do for your organization, but let’s get serious for a minute. In a digital world where simple tools can be used for scams and deception, building trust is essential. A QR code should feel secure, accessible, and transparent from the start.
To design responsibly, keep these things in mind:
- Use clear messaging. Let users know exactly what the QR code leads to so there are no surprises
- Handle data ethically. If you’re collecting personal information, store it securely, or better yet, avoid collecting it altogether if it’s not necessary
- Ensure ADA-conscious placement. Position QR codes where they are easy to see and scan
- Acknowledge comfort levels. Remember that not everyone will feel comfortable using QR codes, and that’s okay
If your audience is not confident using QR technology, consider including alternatives like:
- A shortened URL below the code
- Your social media handle for easy search
- A text-to-access option (ex., “Text INFO to 12345”)
- The option for good old-fashioned in-person conversations or printed materials
Alternatives Exist, But Are They Better?
This blog has made a compelling case for QR codes, but it’s fair to ask: are there better options available?
While new technologies continue to evolve, many still lack the simplicity and flexibility that make QR codes effective. They often offer limited analytics, lack customization, provide no safety guarantees, and can be difficult to use in mainstream settings.
QR codes are performing well at the moment, introducing a new alternative could risk engagement. Instead, focus on using QR codes to their advantage. With the right tools, QR codes can provide data on campaign performance, user behavior, and reach. For example, if you place a QR code for event registration across different flyers or platforms, how will you know which channel is driving the most scans? That’s where UTM (Urchin Tracking Module) codes come in, a small string of text added to the end of a URL to track the metrics and traffic sources of specific marketing campaigns.
Some familiar platforms such as Google Analytics and HubSpot can actually build these for you, no computer science degree needed. And yes, these apps already track social media performance, but with UTM codes you can get even more exact and measure success by platform, by post, or by individual links.
For some added impact, try incorporating some of these tools:
- Uniquode – A more advanced QR code generator with innovative features
- SlickText – Ideal for mass text campaigns and SMS-based engagement
- Rebrandly – Enables branded shortened links that reinforce trust and identity
- Bl.ink – A robust platform for link management and tracking
In the end, QR codes stand out as one of the most accessible, measurable, and flexible tools for connecting the physical and digital worlds, even with other options available.
Ready to rethink your strategy and make every scan count? Schedule a 15-minute (no-strings-attached) call with me!
