13 Reasons Why QR Codes Don't Get Scanned (And What to Do)

Everyone wants more scans on their QR codes because more scans mean more engagement, more customers, and more results. But few stop to understand why QR codes don’t get scanned and what to do about it.

QR codes are known for their convenience and versatility. Both individuals and businesses rely on them daily for almost everything — from payments and promotions to menus, tickets, and entertainment.

Yet despite their widespread presence, many QR codes go unnoticed, receiving few to zero scans. Often, the issue isn’t that people dislike them; it’s that something in the experience stops them from scanning.

And in many cases, the fix can be as simple as using a high-quality QR code generator and deploying the code more strategically.

Table of Contents

1. Why QR codes don't get scanned and what you can do
   • 1. Bad QR code placement
   • 2. Inappropriate QR code size
   • 3. Lack of effective messaging
   • 4. Audience mismatch
   • 5. Lack of perceived value
   • 6. Broken links
   • 7. Inverted foreground and background colors
   • 8. Colors have little contrast
   • 9. Lack of a quiet zone
   • 10. Intense blurriness
   • 11. Pixelation
   • 12. Dense data modules
   • 13. Over-customized QR code
2. Real-life QR code campaigns with high scan rates
   • Coinbase’s Super Bowl QR code
   • Zepto’s ‘Bring the bag to life’ QR packaging
   • Burger King’s VMAs QR code
   • Frito-Lay’s rewards-packed QR code packaging
   • KitKat’s and Candy Crush’s QR collaboration
3. Get better results with the best QR code generator
4. Frequently asked questions

Why QR codes don't get scanned and what you can do

There are many reasons why you’re not getting scans, and many of them don’t involve an issue with the QR code itself. Let’s dive in.

1. Bad QR code placement

If you notice your QR code isn’t being scanned, the first thing to check is if it can actually be scanned. This means reviewing QR code placements and testing whether they are indeed scannable from where people are expected to be.

If it’s too high, low, far, or close, people might not even see it as they walk by. So, if your QR code isn’t receiving any scans, it might be because it's not visible at all.

Something else to consider is whether your QR code is in a location with internet access or a network signal. QR codes are an excellent way to store digital information, but if the content embedded in them is a website link, an internet connection is required.

What’s the fix?

• Check whether you can see and scan your QR code after posting it.
• Place the codes at natural pause points (i.e., bus stops, cash registers, tables).
• Follow the “phone-out” rule: place QR codes in areas where users will have their phones in hand.

2. Inappropriate QR code size

After checking the placement of your QR code, the next issue might be its size.

Scanning a tiny QR code can be difficult. This is because the data modules are much closer together. People have to hold their phones closer to the QR code, which sometimes causes the camera to lose focus.

Additionally, a small QR code printed on a large poster might not be visible, especially when surrounded by other graphics and text.

On the other hand, a giant QR code printed on material too small to fit in will require people to move backwards to scan it, which is an inconvenience no user wants to experience.

What’s the fix?

• Ensure the QR code is of the right size for the material, distance, and placement.
• Avoid making the QR code too small or too large for scanning.
• Use a dynamic QR code generator to make QR codes that use a short URL instead, reducing the amount of data modules on the code.

3. Lack of effective messaging

If size and placement aren’t the problem, then it’s possible that users aren’t encouraged to scan your QR code.

At this point, everyone knows what to do when they see a QR code. However, that doesn’t mean they will. Simply having your QR code ready for scanning won’t guarantee scans. Your QR code might even look suspicious, which could push people away from scanning it.

Oftentimes, you need to direct people to a specific action before they do it themselves. This is what we refer to as a call to action (CTA): a clear, concise instruction that prompts or elicits a specific response from the audience.

For example, a QR code for event registration can display a message such as “Scan to Sign Up” or “Scan to Register.”

What’s the fix?

• According to Wisernotify, you can increase conversion rates by 161% with a clear, specific call to action.
• Include a CTA that tells people what they should do or what they can get after scanning your code.
• Remember the following elements for an effective call to action: strong action verb, urgency and scarcity, clear value proposition, and visibility.

4. Audience mismatch

Even with a good location, an appropriately sized QR code, and an effective prompt, sometimes your code just isn’t meant for the people you’re sharing it with.

Marketing to the wrong audience will always lead to a failed campaign, and the same is true for QR codes. If people aren’t interested in what’s behind your code, then they will simply walk past it. Why would they bother scanning your QR code if it offers them nothing?

Additionally, consider the types of activities people engage in in an area. If your QR code is located where people are busy with different tasks, they’re less likely to scan your code, even if they do notice it.

What’s the fix?

• Learn more about your target audience (jobs, interests, hobbies) and look for where they are likely to be found. For example, if your target audience is book readers, place your QR codes near libraries, schools, and bookstores.

5. Lack of perceived value

Another reason why QR codes don’t get scanned is that users are not getting the value they expected.

Imagine scanning a QR code that claims to contain a list of the top 10 coffee shops in the area, only to find it leads to content about hotels and resorts.

QR codes are intuitive; a single scan can potentially unlock a treasure trove of information. However, if the information is irrelevant to what you promised to share, then users will avoid interacting with it in the future.

For example, if you include an App Store QR code on your marketing materials and promise a coupon, the encoded link should direct to the application’s download page and deliver the reward to the user after installation.

What’s the fix?

• Ensure that the marketing around your QR code aligns with its purpose and the content embedded in it.

6. Broken links

As easy as generating QR codes is, if the destination of a link no longer exists, the link becomes broken. When this happens, no content can be accessed by anyone, even if we apply the different fixes mentioned in this guide.

While the QR code remains scannable, this issue will prevent future attempts, as no one will have a reason to scan it only to encounter a 404 error.

What’s the fix?

• If using a static QR code, the only solution is to replace it with a new one. Ensure the URL is free of typos before generating the new code.
• Use a dynamic QR code to easily update its content when an error occurs.

7. Inverted foreground and background colors

If all of the above isn’t a problem, the QR code not working may be because of its design. That said, the first thing to check is the colors used in the code.

Traditionally, QR codes have a black foreground and a white background. This allows the scanning device to quickly identify the eyes and data modules (the squares that make up the QR code).

While it is common to see data modules in colors other than black, the logic remains the same: a dark foreground with a light background. Reversing the colors makes it difficult for scanners to find the modules.

What’s the fix?

• Always use a foreground that is darker than the background, such as a dark blue QR code pattern on a light orange background, or a red pattern over a white background.

8. Colors have little contrast

If your foreground and background colors are close in tint or shade, then scanners can’t identify the code’s data modules.

Even if the colors are from different bands of the color spectrum, if your QR code pattern isn’t easily discernible to the naked eye, a camera lens will have just as much difficulty telling which is what.

What’s the fix?

• Choose colors that contrast strongly, preferably ones that don’t share the same hue. For example, brands that use green in their branding can use a green pattern over a white background.

9. Lack of a quiet zone

If QR codes are not scanning on iOS, Android, or other operating systems, it might be because the scanner can’t tell where the code begins and ends.

When you look at a traditional QR code on colored paper, you’ll notice that everything surrounding the black data modules is white. This makes it instantly noticeable.

However, let’s say we color the entire paper black, only avoiding the data modules and the white spaces inside them.

The QR code now lacks a quiet zone, a small gap between the QR code’s edges and the rest of the print. This makes scanning difficult because the data modules could blend into their surroundings.

What’s the fix?

• Always maintain a space between the sides of your QR code and surrounding graphics.

10. Intense blurriness

Another reason why QR codes don’t get scanned is blurriness.

A blurry QR code can result from using an unsuitable printing material, paper mismatches, or low ink levels.

Because individual modules in the pattern are highly affected by blurriness, many of them may not be read by scanning devices, leading to errors.

Additionally, people might not even realize that they are looking at a QR code if the blurriness is significant. Even if they do, no one really wants to scan a blurry QR code.

What’s the fix?

• Always use high-quality printers, inks, and papers.
• On the topic of ink, ensure your printer’s supply is sufficient for the materials you’ll be printing.

11. Pixelation

Similar to blurriness, a pixelated QR code occurs when it is downloaded in an unsuitable format and stretched too much. This can make it difficult for scanners to read the pattern, pushing people away from trying to scan it.

What’s the fix?

• Save your QR codes as PNG, SVG, or EPS files.
• Portable Network Graphics (PNG) are best used for detailed images.
• Scalable Vector Graphics (SVG) are great for web graphics.
• Encapsulated PostScript (EPS) is primarily used for posters and billboards.

12. Dense data modules

When there are too many data modules, it can lead to scanning problems. Dense QR codes can result from embedding a large amount of information into a static QR code, a type that encodes the exact information entered into the generator.

When encoding an extremely long link, a dense QR code will be generated. This can possibly lead to scanning errors.

QR code error correction levels can also contribute to the density of data modules. This is because higher levels encode more information, leading to even more data modules.

What’s the fix?

• To avoid dense data modules while using the highest error correction level, use dynamic QR codes instead of static ones. Dynamic QR code generation embeds a short URL into the code, significantly reducing the number of characters the software has to encode.

13. Over-customized QR code

When a QR code is not working on a Pixel, an iPhone, or any modern smartphone, the problem might lie in its overall design.

Nowadays, QR code generators offer a ton of customization options, letting you choose from different patterns, eye shapes, colors, and frames.

However, using all these features can reduce the scannability of your QR codes.

What’s the fix?

• Avoid adding too many designs and alternate shapes to your QR codes. The most reliable design is a dark square pattern on a light background.
• Use a dedicated QR code generator with logo integration to add a single image, like a logo. For example, a QR code form can simply have your brand logo instead of any other graphic.

Real-life QR code campaigns with high scan rates

Now that we have covered the fixes to scanning problems, let’s examine some marketing campaigns that check all the boxes of QR code best practices while still following unique brand strategies:

Coinbase’s Super Bowl QR code

Probably the most referenced QR code campaign, this cryptocurrency platform scored a touchdown with a TV ad that got everyone’s attention.

Its ad during Super Bowl LVI featured a floating QR code reminiscent of the classic floating DVD screensaver from the early 2000s.  When scanned, the code directed scanners to a landing page offering viewers a chance to win prizes and discounts in the Coinbase app.

This ad was so successful that it resulted in 20 million scans in just one minute, causing the company’s website to crash for a brief period.

Zepto’s ‘Bring the bag to life’ QR packaging

A unique blend of two technologies, Zepto rewarded its customers with a nostalgic experience: packaging with doodles that come to life through QR codes.

The quick-commerce company got creative with this campaign by adding illustrations and a QR code to their packaging. When scanned, these codes transformed customer phones into augmented reality devices by animating the drawings on screen.

These packages were so unique that they took social media by storm, especially on LinkedIn.

Burger King’s VMAs QR code

Another with a virtual QR code campaign, the famous franchise partnered with rapper Lil Yachty to give viewers a treat during MTV’s VMAs.

When scanned, users were given various offers, including a year’s supply of Burger King’s Whoppers as well as tickets to future VMA shows.

Frito-Lay’s rewards-packed QR code packaging

Sticking with food brands using QR codes, another successful marketing campaign comes from Frito-Lay, the brand behind famous snacks like Fritos, Cheetos, Doritos, and Lay's.

In a campaign in the Philippines, the snack brand partnered with local institutions to offer a range of rewards to its consumers. To claim them, all people had to do was scan the QR codes on the packaging of Cheetos, Doritos, and Ruffles snacks.

KitKat’s and Candy Crush’s QR collaboration

The partnership between KitKat and Candy Crush boosted engagement for both brands by enabling consumers to earn in-game rewards.

How did players participate? Through KitKat QR codes!

By scanning the QR code on KitKat packaging, mobile gamers can receive unlimited lives for 1 hour in-game and other prizes.

Not only did this increase sales of KitKat bars, but this also directed users to download the Candy Crush app if they didn’t have it installed.

Get better results with the best QR code generator

QR codes can do a lot for your business and campaigns, but even small, avoidable mistakes can lead to zero scans. Poor placement, low contrast, broken links, or simply offering no clear value can stop users from engaging altogether.

Fortunately, most of the reasons why QR codes don’t get scanned are easy to fix. Keep the QR code best practices in mind, and you’ll see how this makes a difference.

To make optimization easier, you can use dynamic QR codes from QR TIGER. You can start for free and generate three dynamic QR codes to track, update, and improve your campaigns anytime at no extra cost.

Frequently asked questions

How to scan a QR code that won't scan?

If the default camera app on your smartphone isn’t scanning a QR code, you can try downloading third-party applications and using them instead.

How to fix unreadable QR code?

To fix unreadable QR codes, generate a new one with a simpler design and a higher resolution and error-correction level.

How to enable QR code scanning on Android?

QR code scanning is automatically enabled on most modern smartphones. Simply open the built-in camera app and point it at the QR code to be scanned.