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As more marketers jump into integrated mobile marketing, QR Codes are becoming standard fare. The following are some quick guidelines to consider when designing and implementing QR Codes in your marketing:
• Placement: QR Code placement should catch the eye. "Standard QR Codes can be read from any angle so there should be no issue in finding 'real estate' for them," says Mark Smith, CEO of Sevencamp. QR Codes should be placed above the fold; avoid any areas close to the edges or crease of the mail piece.
• Size: QR Code size and complexity are the result of two factors: the number of characters in the object (URL, SMS, phone number, etc.), multiplied by the desired rate of error correction (essentially data-redundancy) that can be set to 7 percent, 15 percent, 25 percent or a maximum 30 percent. These two factors determine how much data storage (in the form of the black modules) is needed. The principle is this: The larger the object, the more black pixels are needed to encode it as a QR Code. White space around your QR Code makes it more readable when compressed into smaller areas (like print), or when scanning from a distance (like a billboard).
• Quiet Zone: Include a minimum white border equal to the width of two (and up to four) modules around all four sides of the QR Code.
• Color Usage: QR Codes don't need to be black and white as long as there is sufficient contrast. Aim for a contrast at least 55 percent between the two colors. It's best to use a light-colored background toward the red end of the color spectrum and dark colored modules toward the blue end of the color spectrum.
For more tips on using QR Codes, download the special report "Cracking the QR Code" from DirectMarketingIQ.com.
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