The Simple Truth About QR Codes

by | Feb 23, 2012 | Blog, mobile, Social Media | 7 comments

Yesterday I sent out the following tweet after seeing yet another QR code done wrong:

<rant> If I see one more QR code that goes to a site built in Flash I’m going to lose it. </rant>

QR codes are not rocket science. In fact, they are quite simple. They exist to make it easier for people using a mobile device to enter a URL. That’s it. No need to over think this. It is about the user experience.  If  taking your phone out, opening a QR reader app, taking a picture, then waiting for a web page to open takes longer than just typing in the URL, the QR code is not providing value.  And if the QR code goes to a site that is not optimized for a mobile device, you are doing it all wrong.

The following video from Scott Stratten (@unmarketing) is the best rant I’ve seen about QR codes gone wrong. Please share this with anyone who doesn’t understand the simple truth about QR codes.

7 Comments

  1. Talmadge
    Talmadge on February 23, 2012 at 8:51 am

    Couldn’t agree more. QR’s are inherently a mobile experience. That means you have to 1) be aware of the physical context of a scan and 2) reward your audience. Pulling your phone out and scanning takes time. It better be worth it.

  2. Talmadge
    Talmadge on February 23, 2012 at 8:52 am

    QR’s are inherently a mobile experience. That means you have to 1) be aware of the physical context of a scan and 2) reward your audience. Pulling your phone out and scanning takes time. It better be worth it.

  3. Mike McCready
    Mike McCready on February 23, 2012 at 10:01 am

    This a great topic that I don’t think organizations can hear enough. I love the rant from Scott. Thanks for sharing. I agree completely. I also ranted about it in this post http://www.mikemccready.ca/blog/2011/05/lets-all-get-on-the-qr-code-bandwagon-maybe/

    I’ve also read that QR codes might be on the way out. It’s possible that mobile visual search (MVS) will replace QR codes.

  4. Deb Maue
    Deb Maue on February 23, 2012 at 10:32 am

    Another example of “Bright Shiny Object” syndrome. Too many people get intrigued by the coolness of a new tool and forget to start with an understanding of what they’re trying to do, who they’re trying to reach, and the best way to reach them. I still think there’s a lack of understanding of what QR codes are, even among people who have smart phones. Unless you are trying to reach a really tech-savvy audience, I think there are better uses of resources (including time) than developing QR codes.

  5. George
    George on February 24, 2012 at 4:40 pm

    On the whole, you and Scott are absolutely correct BUT there are a few other uses that are pretty cool. I like the one where a QR code will populate someone’s contact list with all their information from a business card. I hope that there some advances that will add more functionality and go beyond just a URL.

  6. Dan
    Dan on March 8, 2012 at 11:16 pm

    Phew! I’m glad I’m not the only one that thought QR codes were a massive fad. I saw some design companies offering it as a service I wondered was I behind the curve in not offering it too. As Mark says, by the time you go through the trouble of getting you phone out and going through the QR motions you would have already typed in the URL.