Common QR Code Mistakes Big Brands Make + Ways to Avoid Them
The history of QR codes is filled with common QR code mistakes, especially during the first few years of their widespread use.
Fortunately for us, the mistakes made before are there to teach us how to print and deploy our own QR codes properly.
We compiled a list of common mistakes made when creating and using QR codes and the best solutions to avoid them.
Be a pro in QR codes in no time!
Table of Contents
- Examples of common QR code mistakes found in campaigns
- What are the reasons behind bad QR codes?
- Effective ways to avoid QR code scanning problems
- Leading brands mastering the art of QR code campaigns
- Generate QR codes with our dynamic QR code platform
- Avoid QR code errors by using QR TIGER QR Code Generator
- FAQs
Examples of common QR code mistakes found in campaigns
Brands have been incorporating QR codes into their marketing campaigns. Some have made notable achievements because of them, but others have made simple yet detrimental mistakes that led to their ineffectiveness.
A QR code not working can happen when one doesn't follow the best practices, just like what happened in the following brand campaigns:
Convoluted QR code usage during the Paris Olympics
Certain areas of Paris during the Paris Olympics were closed off to the general public unless they had a pass. This special pass was a QR code that residents and visitors needed to scan before entering restricted areas.
While it may be an effective use case for QR codes, most people saw the implementation as convoluted.
The application process for these passes involved an administrative investigation by the authorities. The QR code passes were also confusing for tourists who had to apply for them before visiting popular locations within the city.
Fears of quishing also increased during this period as people rushed to apply for special passes.
Buick’s QR code led to nothing but a video
Buick, an automobile company, launched a QR code campaign in 2012 to promote its car’s eAssist technology. This information was shared through a video that people could access through a QR code printed on Buick advertisements.
While video QR codes are useful, the problem is that they often lead to nothing else.
Once the video was over, people who viewed the ad were left with no idea as to what they should do. Neither the code nor the footage led to the product’s landing page, information on where to buy the car, or the company’s own website.
Dense QR codes in Grant Thornton’s printed ads
The professional services firm Grant Thornton also ran an ad campaign featuring a QR code. When scanned, the code redirects scanners to a webpage where they can view a one-minute video.
A few QR code scanning problems were encountered due to the code being too dense.
This made the QR code not work: the data modules (the black square patterns) are difficult to scan, which made the content embedded in the code almost inaccessible.
Goldman Sachs’ unengaging QR code
A leader in global investment banking, Goldman Sachs once ran several print advertisements that featured QR codes. Similar to Buick’s campaign, this code directs scanners to a four-minute video that promotes their services.
This wasn’t the only thing both campaigns shared. Just like Buick’s QR code, the only content embedded inside was the video. Users weren’t directed to other content or asked to take any action to connect with the company.
Another problem was that their QR codes were too dense and small. QR code scanners of the time were unable to scan and read its contents, even when it was printed in magazines.
Horrible user experience with Continental Airlines' QR code
Before United Airlines and Continental Airlines merged, the former used QR codes in their in-flight magazines that linked Air Miles without requiring users to log into their online accounts.
However, when passengers scanned them, they were led to an interface with two buttons and a pop-up window, in which the majority of the information was displayed off-screen. This rendered the QR codes useless and a waste of time to scan.
What are the reasons behind bad QR codes?
The brands mentioned above all had the right idea, but failed to execute it. Additionally, there are other factors that can lead to the production of ineffective QR codes. Let’s cover the different reasons why QR codes can fail.
Poor print quality
Before others can use a QR code to access information, they must first scan it using a smartphone.
You can display QR codes digitally (on phone screens and computer monitors) or physically (printed on paper) to make them visible to scanners.
However, when done poorly, this can cause QR code scanning problems since the printed QR codes are blurred or pixelated. This can happen when a QR code with a low resolution is stretched and resized.
The situation worsens when your QR code stores a large amount of information, resulting in an increased number of black squares.
Wrong QR code size
The QR code size varies according to its distance from the scanner. Ideally, it should be large enough to scan from anywhere.
If it is difficult to scan due to its size, no one can access the content you want to share, which will hurt your marketing efforts.
Incorrect or invalid data
Typographical errors, linking a wrong webpage, or embedding a broken URL into a QR code prevent your audience from accessing the right content you intend to share.
This is avoidable by using a dynamic QR code generator that lets you update the embedded content on an already generated QR code.
Unoptimized QR code content
You may have the perfectly sized QR code and the correct data embedded in it. However, one of the many common QR code mistakes that's often overlooked is making the destination content itself optimized for specific platforms.
Unoptimized content refers to content that is not designed to be used and displayed properly on specific platforms. Text can be difficult to read, videos can occupy half the screen, and some menu options can be challenging to access.
Expired QR codes
Depending on which QR code platform you use and what plan you’ve subscribed to, your QR codes can expire after a certain amount of time.
If you’re running a months-long QR code campaign, ensure your plans are always renewed to avoid the inconvenience of having inaccessible QR codes.
It should also be noted that some QR code platforms have a scan limit for codes created using their software. Keep this in mind alongside the expiration dates of your QR codes.
Overcustomized QR codes
Customization and personalization don’t usually lead to bad QR codes, but overdoing it can. Adding too many designs and straying from the standard look of QR codes can make it unreadable to scanners.
This is especially the case when you use unique patterns for your QR code data modules. While these can catch people’s attention, the data within can be difficult to unlock due to its unconventional design.
Poor QR code placement
You can do everything right when creating QR codes, but all of that will be in vain if the code cannot be scanned or accessed.
Whether it’s because the location is hard to reach or the area lacks mobile internet access, poorly placed QR codes will be useless to your audience.
Effective ways to avoid QR code scanning problems
If you’re worried about making mistakes when creating your QR codes, worry no more. Here are some ways you can make sure your QR codes work properly:
Create dynamic QR codes
Dynamic QR codes offer numerous benefits to help you avoid most QR code problems.
For example, the information on a QR code can be edited even after it has been generated. This allows you to fix broken links or update your content immediately and in the future.
QR code tracking is also possible with these types of 2D barcodes. You can monitor the number of scans they receives the time of scans, their location, and the devices used to scan it.
Optimize QR code content for smartphones
Since QR codes are primarily scanned using smartphones, the content you embed in them should be optimized for these devices at a minimum.
To avoid this example of common QR code mistakes, you have to make your landing pages or websites mobile-friendly.
Use high-contrast colors
When designing your QR codes, you are not limited to the traditional colors of black and white. However, to make the patterns and shapes clearer to the scanner, make sure you are using colors that have great contrast with one another.
Avoid inverted colors
QR codes normally have a black foreground (for the shapes and data modules) and a white background. While you are free to choose from a wide range of colors, it’s recommended that the foreground colors be darker than the background colors.
Choose the right material
To prevent your customers from scanning a damaged QR code, always print them on durable, high-quality materials. This will keep your code readable for a longer period of time.
If such materials are unavailable, you can also print your QR codes on paper and protect them by laminating them after printing.
Print high-quality QR codes
Printing high-quality QR codes will make the data modules in your code easier to scan. They can also be scaled and resized without worrying about significant quality drops.
There are several printers to choose from, and many of them work best for specific materials. Examples include laser printers for paper and sublimation printers for fabrics. Choose the best printer for your needs to ensure good-quality prints.
Add a call to action (CTA)
By adding a short call to action, you can tell your audience what to do with your QR code. This can be added using any QR code generator with logo.
Place your QR codes in user-friendly locations
Proper placement of QR codes is key since your QR codes can only be used if they are scanned.
For example, QR codes should be displayed near points of sale where customers are expected to pay, not on the wall behind the counter.
Always perform a scan test
To avoid experiencing a QR code error of any kind, always scan your QR codes after you’ve generated them. Aside from accessing the content within, check if it looks good on mobile and if the user can easily navigate through your web page.
Leading brands mastering the art of QR code campaigns
To reinforce what we’ve learned about avoiding QR code mistakes, here are examples of brands that succeeded in their QR-powered campaigns:
Amazon’s ‘Share a Smile’ campaign
A powerhouse in the e-commerce space, Amazon launched its “Amazon Smile” campaign, in which QR codes were printed on product packages. These barcodes allow customers to direct some of their purchases to charitable organizations.
Aside from encouraging customers to buy from their platform and thereby contribute to society, the QR code was easy to scan and very engaging.
Burger King’s QR code campaign during the VMAs
The fast food giant launched a promotional campaign during MTV’s Video Music Awards (VMAs) in 2020. By displaying a QR code on the screen during certain parts of the broadcast, Burger King invites viewers to download their app and sign up.
But it's not just any QR code.
Scanning it activated several offers, including free Whoppers and tickets to the next year’s VMAs. These codes would only work when scanned with the Burger King app, which increased its downloads and engagement.
Coinbase’s Super Bowl LVI QR code ad
During the Super Bowl in 2022, football fans bore witness to Coinbase’s ad that featured a QR code that moved across the screen, similar to the DVD logo screensaver.
When scanned, the QR code directed viewers to the company’s promotional website that offered $15 worth of Bitcoin to those who signed up. Such was the success of this campaign that the Coinbase app crashed due to the sudden surge of users.
Generate QR codes with our dynamic QR code platform
With good examples of deployed QR codes, it’s time to learn how to make your own using the top QR code software.
- Open the QR TIGER QR Code Generator on your browser.
- Choose the QR code solution that fits your needs. This includes both static and dynamic QR code solutions, such as landing pages, vCards, or map locations.
- Fill out the necessary information to embed into your QR code. Then, click the Generate QR code button.
- Customize your code with different colors, shapes, and patterns. Don’t forget to add a compelling call to action by adding a frame.
- Perform a scan test to see if it needs more refinement.
- Download in either PNG or SVG format.
Avoid QR code errors by using QR TIGER QR Code Generator
Errors can certainly happen when creating and implementing QR codes. Even the biggest brands are prone to slipping up too.
However, this shouldn’t intimidate you into avoiding QR codes in your business and personal lives. By having knowledge of how to do it right, making functional and effective QR codes will be as easy as pie.
You can further avoid making these common QR code mistakes with the help of a reliable and advanced QR code software.
Did this article bring you more insights about QR codes? Visit our website today and discover more about what you can gain from this technology.
FAQs
What makes a QR code invalid?
A QR code becomes invalid when the content it was supposed to lead to can no longer be found online. It can also be that the dynamic QR code was set to expire or the creator’s subscription has ended.
What are the error corrections on QR codes?
The QR code error correction levels allow codes to be read despite suffering some damage to its data modules. The different levels are:
- Level L (Low) - can correct up to 7%. It’s ideal for scenarios where the QR code is unlikely to encounter damage or distortion.
- Level M (Medium) - can correct up to 15%. Suitable for most general applications, including marketing materials, business cards, and labels.
- Level Q (Quartile) - can correct up to 25%. Useful for when QR codes might suffer a higher degree of wear and tear, like when placed on outdoor posters
- Level H (High) - can correct up to 30%. This is best for high-risk environments where the QR code is highly likely to be damaged, such as machinery.
How to identify a fake QR code?
Here are some things you can do to check if a QR code is trustworthy:
- Check for any sort of branding on the code.
- Look for any signs of tampering.
- Review the URL after scanning the QR code.
- Evaluate the QR code’s landing page before providing any information.
