QR Codes: The Good, the Bad & the Ugly

by | Jun 7, 2020

Are you still wondering if QR codes are worth the effort?

In this last of a 3-part series, this post examines QR codes – the good, the bad & the ugly. Hopefully, it helps you decide if the technology makes sense for your marketing strategy.

QR Codes – the Good, the Bad & the Ugly

“While more than one techie is predicting 2020 as the Year of the QR Code, the jury is still out.”
How Do QR Codes Work and What Do You Need

The Good

Social media emphasizes our preference for information in quick, simple formats. On that note, QR codes deliver.

  • The bite-size squares pack a lot of information in a small space
  • They are simple to use and create
  • And the codes have multiple uses

Shrink-wrapped Squares

Anything that shrink-wraps a bunch of information is a good thing. Especially for my aging boomer brain.

According to the original designer of the technology, QR codes do that with efficiency and speed.

  • QR codes store approximately 7,000 characters
  • It reads 10 times faster than other codes

And you don’t need to rent storage space. Just tuck those squares into the corner of your smartphone’s QR code reader.

Keep it Simple Technology

As described in Part 2 of the series, capturing a QR code or creating your own is simple. I am living, baby boomer proof.

  • If you can operate a point-and-shoot camera, you can retrieve QR codes
  • Creating your own QR code is as simple as filling out an online form

Countless Uses

Part 1 of the series offered some examples of how you can use the codes. You are only limited by your own creativity.

The following illustration gives you a few ideas.

 

You get the idea. If you can link to it, the possibilities are endless.

Platforms like QR Code Generator and Tago (and most QR code generators) offer the ability to track QR code utilization. No point in using marketing strategy you cannot monitor. However, you will need to generate dynamic QR codes.

Dynamic QR codes allow you to change saved information in a previously generated code. That creates multiple benefits.

  1. Saves marketing time and money
  2. Delivers real-time tracking so you can adjust as needed
  3. Provides utilization statistics, such as, number of scans, date, and location

The Bad

Before you think I totally drank the Kool-Aid, the following are a few examples of “the Bad” regarding this form of marketing.

The Square Peg Audience – Not Ready for a Kodak Moment

Do you know what a “Kodak Moment” means? If not, you are an excellent example of the differences you may encounter in customers.

  • Not everyone in the world has a smartphone with a camera
  • Believe it or not, some people use mobile phones for – well, making phone calls
  • And brace yourself – there are people who do not have webcams either

I know, shocking.

Also, there are plenty of people who are not what you call early adopters.

  • Some hate technology
  • Others detest being like everyone else (I see that person in the mirror every day)
  • Many don’t know the codes exist or if they do, what the heck they’re used for
  • And some simply don’t care

This type of customer may be square in your eyes, but that doesn’t mean they will embrace the square technology. Now, you may be thinking – but I don’t want to sell to them anyway.

That may be okay, but what if you’re missing out on huge market due to your technology bias?

Technology Trip-ups

No matter how great the planning, most technology fails at some point.

  • A QR code reader doesn’t play nice with your smartphone
  • The quality of the code prevents scanning
  • The links do not work

Do you want the scan of one of your QR codes going to your 404 landing page?

Test everything and always have a Plan B.

The Interest

For technology that has been around since the 90s, QR codes have not been the marketing bombshell some thought they would be. However, there are some exceptions.

  • China loves the technology – 50% of users scan weekly
  • In the same report, only 7% of Brazil users and 8% in Europe scan the technology
  • In my VERY small, unsophisticated poll – 91% reported they rarely scanned QR codes

Be careful when reviewing the twisted sister statistics on use. Reports cite increases in mobile use, access to high-speed internet, and the use of smartphones to imply a rosy future for QR codes. Could happen. Then again – maybe not.

The Ugly

Since the original publication of this post in 2011, some of the Ugly has gone away. In the past, most of the codes were not terribly attractive.

However, sites like Beaconstac, and most code generators, allow for customization of color palette, frames, shapes, and logo uploads. So, you can control the Ugly.

  • Tap into your creativity – or hire a creative sort for generating your codes
  • Be strategic in the placement – don’t slap the code anywhere over a graphic in a print ad (like the middle of the model’s forehead)
  • Consider the size of the code image – don’t make it so large that a person has to move to the next county to capture it

I updated my design from one of the many options at QR Code Generator.

PLEASE NOTE: I used a trial period to create the image shown below. I did not want to pay for a Pro account so the code below will not work. So, don’t frustrate yourself by trying to scan it.

Snapshot

Consider if your website, landing pages or other information contained on QR codes are mobile-ready. Test your site for mobile access.

 

The Really Ugly

In a world of spammers and scammers, do you honestly believe someone hasn’t developed a really ugly side to QR codes?

  • Are you sure you know where that code is linking to?
  • If so, how secure is that data?
  • Should you be concerned about privacy?

When it comes to privacy, I’m pretty much of the mindset that it’s like closing the barn door after the horse has escaped. Our information is already everywhere. But I hate making it simple for the bottom dwellers.

Lifewire has some excellent tips for protecting yourself against scammers. I especially like the tip of looking for QR code readers that offer extra security before scanning.

Jury Still Out?

Despite claims of 2020 being the year of the QR code, the jury is still out (in my humble opinion). Although I suspect 2020 will be remembered for something more significant than QR codes. I found it interesting when I attempted to research creative use of QR codes, the majority of examples were 8 or more years old. Hmm…

Knowing me, I doubt I will go hog-wild on this not-so-new technology. I like knowing about it and may give it limited use.

What about you?

Do you use QR codes or plan to in the future?

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BigStock Photo credit

Canva credit

Note: In case you couldn’t tell, I have not used QR codes extensively. So, the sites mentioned in this June 7, 2020 post are not recommendations, but rather sites found in research. They may be great, but check them out for yourself. This post updates the original post published September 22, 2011.

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Helping you Keep it simple, clear & uniquely yours

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8 Comments

  1. Jym | Blog Tools

    I have to confess Cathy, I’m one of the people with a ‘not so smart’ phone. In fact, mine could safely be termed a ‘daft phone’.

    Thing is, so far no one’s sold me on the idea that I need my phone for anything other than calls and SMS.

    So QR codes are a stretch. What I feel about them is that they hint at a technology yet to come. Something more subtle than these ‘ugly little boxes’ which takes the same principle and executes it with more grace and simplicity.

    We’ll see though, maybe I’m just a little bit too ‘2004’

    Reply
  2. Danny | Excited By Life

    I use the Optiscan iPhone app on my iPhone for scanning qr codes from magazines I read. It’s useful for collecting addresses and saves a lot of typing.

    Reply
  3. Cathy

    Hey Jym: Had to retrieve you from the spam filter – how rude. 🙂 Good news is that you’re approved now so we look forward to you visiting often-subtle, huh? 🙂

    Don’t apologize to me about your daft phone (love that!) I recently returned the iPhone4 because it wouldn’t do what I needed for sending client appointments. You can read about my woes on my personal blog==> http://bit.ly/rmy0vN

    I’m with you, Jym, that I don’t think QR codes are completely ready to rule the world, but people like their communication in all forms so I think it’s good to deliver options.

    I appreciate you dropping by and sharing your comments.

    Reply
  4. Sharon Hurley Hall

    I think QR codes are singularly unattractive, but offer useful functionality for smartphone users. I haven’t yet replaced the code on my website, because I’m spending some time deciding what I want people to take away from the site when they scan it in.

    Reply
  5. Cathy

    Hi Sharon. Sounds like a good plan. I definitely think we are moving towards a time when much will be held in the plam of out hands. 🙂

    Thanks for sharing your perspective, Sharon.

    Reply
  6. Nicky Parry

    Oh goodness, the idea of the really ugly with these codes is just frightening, isn’t it? In this day and age, the digital era is really a blessing and a curse. Usually just when I am having a moment of inspired awe over the interweb, I hear a story of the really ugly that just blows my mind and brings me down to earth again.

    Reply
  7. Cathy

    I know, Nicky. Wouldn’t it be nice if all that brilliance was used towards something really useful – like eliminating world hunger? 🙂

    Thanks for stopping by, Nicky. Good to see you again.

    Reply

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