Ten Commandments of QR Codes

7/27/2019 Ten Commandments of QR Codes

1/36


2/36www.unitaglive.comUnitag SAS 2012

2

To be efcient 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 condent 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 the

necessary assets to make your QR Code event successful.

Follow the guide

Introduction
http://www.unitaglive.com/http://www.unitaglive.com/



3

Summary

QR Code presentation 4

10 rules about QR Codes 7

I. Choose your QR Code typeII. Customize your QR Code

III. Use contrasting colors

IV. Adapt the size of your QR Code

V. Choose the correct printing support

VI. Optimize your QR Codes visibility

VII. Ensure that you are in an area with WiFi / Data service

VIII. Explain how to use your QR Code

IX. Offer some added value

X. Make your QR Code leads to a mobile website

QR Code campaign examples 16

Bad examples

Good examples

Appendix 31

Quiet Zone

QR Code size

QR Code structure

Redundancy


4/36



5

What 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 can

contain various kinds of useful information for consumers. For example

it can redirect a users smartphone to a web page in order to let him

purchase the advertised product. Or to let him download a coupon, o

even 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 increasing

its impact on consumers.

Furthermore, QR Codes need not be limited to simple black-and

white. QR Code designs continue to evolve, with many attractive

designs appearing in the market. We feel that the best QR Code

should incorporate your colors and branding, so that you can draw the

attention of consumers and get them to scan your codes.

Customize your QR Codes!

With its state-of-the-art QR Code generator, Unitags goal is to provide businesses with attractive and

colorful QR Codes. Our online code generator provides robust customizations - color, shapes, logo

overlay, etc. - that can incorporate your corporate brand, or even create a new one, into your QR

Codes. Additional design elements can be incorporated with the assistance of a graphic designer, so

long as certain rules, described later in this guide, are followed.



6

How to read QR Codes?QR Codes are read by so-called reading applications, which are

basically barcode scanners. There are dozens of them that you can

directly download on your smartphone. But pay attention to the

fact that readers are differently efcient at reading QR Codes! That

is why we recommend the i-nigma reader for higher performance.

The reference: i-nigma (http://www.i-nigma.com)

Available on iPhone, Android and Blackberry

Some other applications:

Flashcode

Another common application (iPhone and Androd)

NeoReader A possible alternative (iPhone and Androd)

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 QR

Code with the smartphones digital camera. It is then recognized by

the application which carries out the associated action - generally

opening a web page.
http://www.i-nigma.com/http://www.i-nigma.com/


7/36



8

I Choose your QR Code type

Before creating the QR Code you want to publish, you should

choose what type of information will be incorporated into the

code. Different types of information can indeed be encoded and

lead 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 made

available for him.

An email or a text-message ready to be sent.

A business card which can be directly stored in your smartphones 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 points credentials to initiate a connection from your smartphone.



9

II Customize your QR CodeChoosing the correct type is the rst step in creating your QR Code. You can then customize the code

by changing its colors or size, or by overlaying a logo - there are many possible modications. By

personalizing your QR Code, you can achieve a competitive advantage in the market, differentiating

your business and your product and drawing the attention of more consumers.



1

III Use contrasting colorsWhen customizing your QR Code with different colors, make sure the code remains readable! No matter

what 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 contras

is not strong enough or if the colors are not bright enough, your QR Code would be left useless.



1

IV 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 / 10

The size of your QR Code thus depends on where it is located, like a newspaper, product packaging o

a 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 scanned

from 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 size

less 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 smartphones

and different scanners, in expected scanning conditions

Note: Not all Smartphones have the same camera quality. Be sure to take current technology into

account when sizing your QR code, and, where appropriate, make your QR code a little larger than

the formula above would suggest.



1

V Choose the correct printing surface

T-shirts, mugs, posters and even toilet paper, printing options for

QR Codes can be diverse and original! However where you print the

QR Code may affect its readability. For instance the printing surface

must be at to permit QR Codes to be read, and try also to avoid

printing on reective or easily distorted surfaces.

VI Optimize your QR Codes visibilityBesides the chosen printing surface you will have to consider

the environment in which QR Codes will be displayed. They

have to be at the same time READABLE and VISIBLE by the

consumer. Try to avoid QR Codes displayed too low on a poster

in a dark place or even on a moving surface. Also, it will be

more efcient to publish the QR Codes in environments where

consumers will in fact be able to use their smartphones to scan



1

VII Be sure a suitable mobile network is available

Without any suitable mobile network your QR

Code might not be of any use. Indeed if your QR

Code redirects the user to web-based content

the consumer must have access to a quality data

network, whether mobile or WiFi. If you knowspecically where the code will be available, you

should 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 along

a QR Code an explanation on what a QR Code is and most important how to scan it.



1

IX Offer some added value

Customers are inclined to scan your QR Code because they

expect to take advantage out of it. Couponing, exclusive

information, direct marketing are good examples of what QR

Codes are good for, they must deliver attractive content. Thusyou must indicate what kind of benets the customer will get

from scanning your QR Code.

X Your QR Code have to lead to mobile-optimized conten

If 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. Videos

will play well on smartphones, but should not be more than 30 to 60

seconds in length.

If you do not have a mobile-optimized website Unitag offers a mobile

page generator called U.me.



1

Do not forget the QR Code golden rule:

Always scan your QR Code,

and scan it again,before printing it!


16/36


17/36Unitag SAS 2012 Be careful, campaign not made by Unitag !

1

Bade

xample



1

Bade

xample

Pictures of a TIME Magazine QR Code advertisement billboard on 51st and Broadway near Times

Square in New York City. These customized QR Codes, created by SET Japan, had been popping up from

the pages of TIME Magazine for months, redirecting readers to additional (non-mobile) web content.

1st issue: unreadable QR Codes.

On this billboard, it is difcult to read the QR Code (even more

with this type of customization). The company had obviouslyforgotten to try with different readers in order to check if these

customized QR Codes were readable.

2nd issue: a non-adapted content.

While these QR codes may look "cool", the related content is a

big disappointment because it is not adapted for a mobile context

So this is basically an enormous billboard in New York City featuring

a customized QR code that cannot be read by the majority of

readers, 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 nothing

explained 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 : http://qrcodes-in-advertising.blogspot.fr/2011/01/time-magazine-qr-code-billboard.html



1

Bade

xample

Bruketa & Zinic decided to promote tourism in their region and therefore integrated QR Codes

on 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 be

quite dangerous because drivers would then have to get close enough to the cars and would pay less

attention to the trafc.

2nd issue: a website not easily accessible.

Moreover, the content is nothing else than the tourism website home page and is not adapted for

smartphones. Users have to focus on reading and do not focus on their driving! The purpose of the

operation was to discourage tourists, right?

source : http://smartlifeblog.com/the-5-best-and-5-worst-uses-of-qr-codes/



2

Bade

xample

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 thei

advertisement 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 the

subway! Keep that in mind because it is a

very common mistake to display QR Codes

in the subway, which is of course comple

tely useless.

2nd issue: a content sizetoo important.

Besides, once the QR Code was scanned, the

size of the clip that had to be downloaded

on the smartphone was important and the

download took too much time.



21/36



2

Good

exam

ple


23/36

Good

exam

ple

2Unitag 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 number

of people using this technology. This campaign was designed by Emart, one of the largest Korean

retailers, 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 sculpture

whose shadow in the sun would complete a QR code only between noon and 1 p.m. every day. Anybody

who did scan the code was given a special 25% off discount that could be redeemed in store or on theimobile e-commerce site.

2nd asset: an efcient campaign.

It is a smart way to effectively use technology to drive sales, at least in the short term. Emart saw a great

increase 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 nding a way toturn QR codes into something actually worth scanning.

source : http://www.digitalbuzzblog.com/emart-sunny-sale-3d-shadow-qr-code/


24/36

Good

exam

ple



25/36

Good

exam

ple


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 sexy

way. 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 Buzz

using a mere QR Code poster (which is easy to scan). They succeeded in promoting what we canno

display 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 exclusive

relationship between the brand and the consumer.

source : http://www.qrdresscode.com/article-kalvin-klein-qr-code-uncensored-53822200.html



2

Good

exam

ple


27/36

Good

exam

ple


Making the QR Code technology sexy was the new challenge of the brand, and its a win shot. In fact

Victorias Secret reaches its goal perfectly in displaying sexy posters on the street with a QR code on

it 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 o

the 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 Victorias Secre

collection.

The only risk there would be car accidents due to inattentive car drivers.

source : http://www.w3sh.com/2011/08/18/geek-victorias-secret-le-qr-code-devient-sexy/



2

Good

exam

ple


29/36

Good

exam

ple


At Denvers airport were displayed a few dozens giant QR Codes to get peoples attention. Once

scanned, books are made directly accessible for free on the smartphone. Or some sudokus or crossed

words. A good way to spend some time waiting for ones 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 waiting

for their plane, they will hence have all the time they need to scan

the QR Codes and benet from their content.

2nd asset: an innovative idea.

The content accessed via the QR Codes is totally appropriate to the

place and the situation of consumers. Besides, it is free and this is

very appreciated in the context of an airport where everything is

expensive.




3

It 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 Unitags website. Dont 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


31/36



3

Quiet ZoneQR Codes need a homogeneous zone around them to be read easily by scanners. This quiet zone must

be of the same color than the background color of the QR Code (the one next to the modules, not the

one of the modules) and must be wide enough (precisely, it must correspond to the width of 4 squares)



3

The sizeThe more large the data of a QR Code is, the more squares it is composed of (and the smalle

they 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 leads

to a web page, you can use a URL shortener service like http://bitly.com or http://goo.gl. These tools

transform long addresses in short ones (for example http://www.my-site/marketing-campaign/mobile

web/july/ad-1 can be reduced to an address like http://bit.ly/LDtgCy). You will then encode the shor

address in your QR Code, making it thus easier to read! Note that some Unitag offers include the use

of an integrated URL shortener service.

Contains a lot of information

= lots of small modules

= hard to scan

Contains less information

= fewer modules

= easier to scan



3

The structureA QR Code consists of black and white squares called binary modules. There are also three big

squares in some corners, they are called eyes of the QR Code. Some smaller eyes can also be found

in the middle of the code.

When you decide to personalize your QR Code, a part of this structure can be modied. But the

following 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 modied carefully (just regularly test

if the QR Code remains readable, with a less efcient reading application); The other zones can be modied less carefully. The most efcient QR Code readers will succeed in

reading even a very altered QR Code, however the eyes and the rotation module are the most sensitive

zones because they allow to locate it.



3

RedundancyData encoding is redundant, which means that the information is repeated in the QR Code. This

allows to keep it readable even when a part has been altered. There are 4 redundancy levels, each

increasing the number of modules and reducing the readability.

The indicated percentage corresponds to the part of the surface that can be modied.

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 this

decreases the size of the modules and potentially makes the QR Code harder to read.

You will have to nd the right balance!

Light (L) 7% redundancyMedium (M) 15% redundancy

Quality (Q) 25% redundancy

High (H) 30% redundancy


36/36

UNITAG SAS

29 Rue Jeanne Marvig - 31400 Toulouse France

RCS 532 050 523

- www.unitaglive.com -

[email protected]
http://www.unitaglive.com/mailto:[email protected]:[email protected]://www.unitaglive.com/

Documents

Ten Commandments of QR Codes