This article was first published in 2020 when many people still didn’t realise what those little black and white squares were for. Now in 2023, QR codes are everywhere, so I’ve updated this article and added some new tips for how to use these magical little codes!
You’ve probably seen them and not really given them much thought; those funny-looking pixilated squares on the sides of packaging, magazines, gym equipment, bus stops and the like.
What do they do? How do you read them?
Well, if you open your camera on your phone and hover over them you’ll be able to automatically scan them and you’ll be prompted to take some form of action, usually visiting a webpage. It could contain all sorts, from video to a landing page – and it’s a brilliant way of conveying interactivity on a printed platform.
Printed matter is great – I love traditional printed books but the downside is you can’t get your audience to click a link… however, with a QR code you can. Most people have a smartphone and you don’t need a third-party reader, you can simply point your phone camera at the QR code and it will recognise it. (I think this is the reason so many people DON’T use QR codes, they just don’t know how to read them!)
I’ve integrated a QR code on my business card and when I show people how easy it is to scan with their phone and then click on the website (you get given the full website address before you click – a nice safety feature) they are always impressed.
Top Tip: QR codes are wonderful, but as with all technology, they can be used by scammers. Treat clicking on a QR code with the same amount of caution as you would any other link, check that the URL is what you expect it to be and be very wary of anything that asks you to input any personal details.
How to create your own QR code
You can easily create a QR code yourself – there are heaps of free creators, the one I used when this article was first published was QR Code generator. Simply create a profile and fill out the info you need.
If you choose a third party to create your QR code make sure you read the small print. Some companies allow you to create a ‘free’ QR code, but after 1,000 scans, you then have to pay for it to work. (Don’t ask me how they know how many scans it’s had!) I know a few people who have used them in their books have been caught out with this, which is why if you can create your own (see tip) you’ll be in total control of your codes.
Top Tip: Most design programmes (e.g. Canva, InDesign) now let you generate QR codes for free and add them directly to your designs.
Static or Dynamic?
There are two types of codes; static or dynamic. Static is just that, stays the same. You’ll be given a file to download (.png, .esp or .jpg), simply upload it to your print matter of choice, and it’ll point people to a url of your choice. Static codes are generally free to create. Dynamic, on the other hand, allows you to make changes to the info displayed (the code stays the same) and you can measure stats like click stats etc. Dynamic codes are usually paid for and start at about $5 a month (for a subscription) which gives you anywhere from 2 to 5 codes.
Now, if you’re using a QR code for pointing people to one page on your website or social media links for instance, then the static option is probably best. If, however, you want to measure who and how many people are clicking your codes, then dynamic is what you’ll need.
Top Tip: Always, always, test your QR code before sending it off for printing. Make sure it is clear, and test scanning it to check it goes to the correct link.
Where to use them
Any print material that you’d like to have some interactivity on. This includes book covers (link to author page or social media) and or any promotional material where you want your reader to visit a website or specific url.
You can also take them to YouTube for video demonstrations, or a landing page for them to sign up to something. How you use them is up to you! (If you’re limited to just one url, then you can create a landing page on your website and have other links embedded on that – then you can have as many as you like!)
Top Tip: You can get creative with the design of your QR codes and add your own branding and creative touches, but don’t get too carried away, people need to be able to recognise it as a QR code or they won’t know to scan it!
QR codes are extremely powerful, as they make printed media interactive and you don’t have to rely on the user inputting a url. Have a go and see for yourself. Or, next time you see a QR code scan it and see where it takes you… you might get some inspiration and you can see how they work.
Let me know how you get on, or, if you’re already using them how they’re working out for you!
