I’ve designed a lot over the years and one design element that I’m often sent along with the logo is the QR code. In fact, the amounts of QR codes I have to use are increasing, which prompted me to do some research and see if it actually mattered. Are QR codes dead or alive? And does the consumer really want them?
All cards on the table, as a consumer, I’m not a big user of QR codes. I’ve only scanned a few in my life because:
- QR code scanners don’t come preloaded on phones and when I see a code I don’t feel like searching for an app to download.
- Too often when I’ve scanned a code (because at some point I gave in and downloaded an app) it just took me to the company’s website or landing page instead of to interactive content that the interactive nature of QR code scanning demands.
- If I’m being taken to a website, I’d rather just type in the URL instead of opening an app.
The bottom line: if you can’t produce interesting content to reward consumers for scanning your code, kill your code.
WHERE DID IT COME FROM AND WHERE IS IT NOW?
The barcode was an amazing thing—saving cashiers everywhere from having to hand-key millions of transactions—but they were limited in that they could only contain 20 characters. The QR code was born of a desire to go beyond this. (Read the complete history here) and naturally it became a favorite marketing tool among many in the industry.
If reports are to be believed, the use of QR codes by consumers is growing slowly but steadily. Though what’s really needed is a breakdown of repeat scans—are consumers scanning and finding content so interesting, unique and engaging that they’re showing it to friends? I’ve had 2 people in my life show me an interesting QR code that contained something funny or cool. TWO! I have that many cute cat videos sent to my Facebook page daily.
THE VERDICT
The QR code is neither dead nor alive. It’s in a coma because it’s overused and underwhelming. Let’s get our act together as an industry and stop wasting this interesting and potentially rewarding technology that demands customer interaction with brands. Because just taking a picture of a barcode in a box isn’t enough. We need value on the other side.
I’d love to end it right there, thinking that my call to action will initiate change. Unfortunately, industry experts have been screaming about this very issue since 2011, and we aren’t any closer to fixing the problem.
What have you done in your work to help break us out of this QR coma? Or what interesting uses have you seen?
Check back next week for our take on social media. Just like the QR code, having it for the sake of having it is killing your brand. Learn how to change that.
