QR Codes: Clutter or Vital Element in Business Card Design?

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Anyone who picks up a newspaper or magazine should be familiar with the recent appearance of odd looking square boxes that continue popping up in business card design. These boxes are actually referred to as Quick Response Codes or QR Codes. QR Codes are similar to standard bar codes that appear on most consumer products; however, QR Codes have the ability to contain far more information than standard bar codes. QR Codes aren’t new. In fact, they have been widely used across Europe and Japan for years now. Widespread use of QR Codes is only now gaining momentum in the US. Most major US businesses have begun using QR Codes in promotions and advertising. Because QR Codes are essentially hyperlinks in print that connect information in the physical world to the virtual world, they enable marketers to add additional interactivity to business cards. Integrating print and mobile media adds a sophisticated level of communication to any advertising effort. If you are struggling with the decision of whether or not to include a QR code on your business card design, the following information should help you make a more informed decision. QR codes aren’t for everyone; you will have to decide for yourself if your company will benefit enough from incorporating a QR code with your business cards.

How QR Codes Work

Users can scan QR Codes with a mobile device that is equipped with a QR Code reader. Users who don’t have a reader can download free apps that take advantage of their phone’s camera for scanning the code. After the QR Code is scanned, the information contained in the reader can be translated into actionable information. The Google Search app available for iPhone and Android phones has a built in QR Code reader function when you use the Goggles feature. This is just one example of a free app available with the built-in ability to scan codes. Watch for more apps to include this feature as QR Codes continue to become more popular. Image Source: QR Ver3 Codeword Ordering

What Can QR Codes Do?

QR Codes can be used to encode information, which once read by a compatible device, can be used to trigger one of the following types of actions on a user’s mobile device:

• Automated Navigation to a Mobile Website, Landing Page, or Social Media Profile
• Dialing a Telephone Number or Adding a Contact
• Sending a Text Message or Email
• Viewing a Location in Google Maps

Advantages of Using QR Codes

• Convenience — QR Codes offer users a convenient method for directing users to websites, phone numbers, directions, and more.
• Cost-Effective — QR Codes are not expensive. In fact, there are online generators that can create them for free.
• Device Independent — QR codes, and the information carried therein, can be viewed on most smartphones and do not require special development for each type of platform.
• Measurable — The actions triggered by QR Codes are easily traced using web analytics or other types of tools for marketing campaign measurement.
• Novelty – Since QR Codes are new to the US, companies that are among the first to employ them in advertisements and on business cards will set themselves apart.

Using QR Codes Properly

QR Codes should be used strategically in all types of communications, including business cards. However, there are few considerations to keep in mind:

• Purpose—QR Codes won’t be effective if they are used solely to direct a user to a company website. The QR code should direct users to content that is actionable in order to draw user interest.
• Instruction—Many individuals aren’t aware of QR Codes. Some instruction for use may be needed, unless your audience is located in Europe or Japan.
• Mobile Optimization—A QR Code isn’t useful if the code directs a mobile device to a page that isn’t viewable. Ensure users obtain a great user experience by directing users to a mobile landing page.
• Placement—QR Codes can offer the advantage of inserting a great deal of information in a small space. Inserting a QR Code into a business card can allow for more flexibility with the design.

QR Codes are here to stay and can enable a print publication, such as a business card, a degree of interactivity that has never been possible before. Of course, businesses shouldn’t resort to using QR codes on business cards without a distinct purpose or call to action in mind. Not everyone needs a QR Code, so only include one on your business card design if yours will take scanners to a purposeful link.