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Quick Response Codes &
Augmented Reality in Print
A Sappi Fine Paper Educational Program
Wireless Terminology Overview: QR Codes & Barcodes
Quick Response Codes (QR) A two-dimensional bar code created in 1994 by Japanese corporation Denso-Wave.
QR Codes are currently the most popular type of product coding in Japan and spreading throughout the world.
Barcodes Machine-readable (using dark ink on white substrate to create high and low reflectance
which is converted to 1s and 0s) representations of information in a visual format on a surface.
.25”
1”
1”
EZ Code
Datamatrix QR Code
Microsoft
Tag
BeeTagg
QR Code
Custom
QR Code Types
Quick Response Codes
Cell-phone readable 2D Barcode that will link others to the content, micro-sites, links you provide
How do you scan a QR code?
• Whip out your phone
• Launch your reader • Black berries & some Android phones come with software
• Many users will have to download an app
• Scan the code with your camera
• Enjoy magically delivered content
Gender
60%
40%
Chart Title
Male
Female
comSource MobiLens – June 2011
Age
7%
17%
37%
20%
12%
4% 3%
Chart Title
13-17
18-24
25-34
35-44
45-54
55-64
65+
comSource MobiLens – June 2011
Income
8%
18%
19%
19%
36%
Chart Title
<$25k
$25k- <$50k
$50k-<$75k
$75k-<$100k
$100k+
comSource MobiLens – June 2011
Media Source
28%
20% 16%
14%
8%
7% 7%
Printed Magazine or Newspaper
Product Packaging
Website on PC (?)
Poster or Flyer or Kiosk
Business Card or Brochure
Storefront
TV
comSource MobiLens – June 2011
Location When Scanning
36%
24%
15%
12%
8% 5%
Home
Retail Store
Grocery Store
At Work
Outside or on Public Transit Restaurant
comSource MobiLens – June 2011
2D Code Statistics
2010 saw a 1600% increase in overall traffic
Traffic doubled since in the 4th quarter
which was driven by UPC scanning
during the holiday shopping season
and 2D scans from large retail campaigns
The largest scan days were
November 26th (“Black Friday”) and
December 25th (Christmas Day)
On average, a unique user
scans 2-3 barcodes per month
2D Code Statistics Smartphone adoption and general awareness of 2D technology
are proving to drive significant growth.
Based on estimates, 30-40% of all Smartphone users
have downloaded a barcode scanning application.
Longer, more in-depth Articles, QT movies, Music, Charts, Animation, etc.
- Keep the size of the embedded image well below 20% of the area of the QR code itself –
15% is probably the best compromise.
- Put the image in the middle of the QR code and definitely don’t obscure any of the 3 big squares in
the corners (they have a special purpose and must be retained).
- Always leave a white border (1-2 times the width of a single data square in the QR code image) all
the way around the edge of the embedded image so that the data areas of the QR code are separated
from the image.
-Make sure that all the data squares left in the QR code are intact – remove any partially obscured
squares completely.
-Check that the embedded image doesn’t co-incidentally contain any small square (or square-ish)
elements that may be interpreted by the scanning device as part of the QR code’s data, rather than
being ignored as part of the image.
-
- Most QR code scanning devices scan in grey-scale so using contrasting colors to differentiate the
image from the QR code is not going to help you at all.
Web-to-Print, On-Demand, QR code supported
Courtesy of Latcha & Associates
© 2010 PODi, the Digital Printing Initiative
QR Codes in Direct Mail
…or use the Purl
QR Codes in Direct Mail
• Design a mobile site/experience
• Optimize for all major mobile browsers
• Light, fast-loading graphics
• Big buttons & easy touch navigation
• Make contact with brand easy [phone, email, twitter]
• Make sure the internet is available where the audience will scan the tag [i.e. not the subway or airplane]
• Don’t leave them hanging at the end
• Lead people to what they should buy/join/like/visit/share
NFC: Near Field Communications
- Sharing, Pairing and Transactions
-
- Data Exchange
-Wireless
- Contact Information
- Payments
- Security: Keycard or ID
- Audio and Video Information and Presentations
Microsoft “Kinect”
The motion gaming revolution is here.
Nintendo “Wii”
Sony “Move”
AR in Gaming
Webcam readable 2D Barcode that will link others to the video content you provide
Augmented Reality
A Guided Tour
Augmented Reality is the integration of computer generated data with our
visual perception of the world.
Introduced in June 2009, the Layar mobile app bills itself as “the
world’s first augmented reality app.”
It’s a platform that makes sets of data viewable on top of the
viewfinder of your mobile phone as you pan around a city and
point at buildings.
Real estate, banking and restaurant search companies already
have created layers of information available on the platform.
Source: readwriteweb.com
Stella Artois has introduced an
AR app for iPhone 3GS users
that allows Stella fans craving
a freshly tapped pour to get
their drink on.
The Stella Artois Le Bar
Guide layers the closest
Stella-carrying bars onto an
iPhone camera view. When
users click on a location, the
bar’s information shows up,
along with a map of the area.
In addition, users can rate
each location, leave
comments or reviews for
others to see, and, for those
nights when getting behind
the wheel is unthinkable, even
call cabs using the app.
Source: Trendcentral.com
The world’s first AR kids’ clothing. The Magic Tee is an augmented reality T-
shirt that comes to life on screen, giving kids the ability to catch raindrops,
bring the sun out and make a rainbow by simply moving their arms
To launch its PS furniture collection, IKEA
used an augmented-reality application
(featuring eight pieces of furniture) that
lets users see how furniture pieces would
look in their homes.
Consumers launch the application and
with their device’s camera they can
virtually see a piece of the furniture in
their home. The furniture is superimposed
on top of the room viewed through the
camera. Furniture pieces are scaled to
size so that the proportions of the piece
are not distorted. The application lets
consumers use keys on the handset to
move the piece of furniture in different
directions.
Source: MobileMarketer.com
A company called ThinkAnApp
has made the first
augmented reality tattoo.
The tattoo’s design is simply a
square barcode marker on the
skin, but when seen through a
Webcam an animated flying
dragon appears to be hovering
over the box.
ThinkAnApp developed the
software that recognizes a
barcode on a curved surface (like
your body), making the flying
dragon overlay possible..
Source: Mashable.com
QR & AR Resources
Microsoft Tag: http://tag.microsoft.com/consumer/index.aspx
http://gettag.mobi
QR Codes: http://interlinkone.com
Data Matrix Codes: http://idautomation.com/fonts/datamatrix
BeeTagg: http://www.beetagg.com
Logo Integration: http://www.linkblots.com
QR code generator: http://qrcode.kaywa.com
http://www.scannation.com
http://www.i-nigman.com
http://qreative.altervista.org
http://www.smallqr.com/
http://www.createqr.com
http://goo.gl/xVDxP
QR & AR Resources Augmented Reality Scanners www.junaio.com
www.layar.com
www.wikitude.com
Logos in Your QR Codes: http://mashable.com/2011/04/18/qr-code-designs-tips
http://qreateandtrack.com/2011/01/05/adding-an-image-to-a- qr-code
LinkedIn 2D Codes for Global Media:
http://www.linkedin.com/groupRegistration?gid=1814763
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