Chapter 2:
User Trust and Perception

This chapter explores how confident users scan QR codes, what motivates them to scan, and their hesitations regarding the technology.

How users see QR codes today

More than half of users show a positive view towards QR codes.

70%

Positive view

23%

Neutral view

Negative view

This mix shows that QR codes have settled into everyday use. They are no longer treated as intrusive or unfamiliar, but as a routine way to access information when presented clearly.

Here’s what you should do

Use this overall goodwill to support campaigns linked to transparency, sustainability, authentication, and verified offers. People are willing to scan when the context signals credibility.

Content: 48%

Branding: 42%

Logos: 38%

What makes users trust QR codes

Users rely on visual assurance before they commit to a scan.

Top trust-boosting elements are content previews (48%), verified branding (42%), and official logos (38%)

Government regulations

24% of users mention regulation concerns

24%

Public awareness on QR safety

24% of users rely on awareness campaigns

24%

Low trust without visual cues

Only 14% trust QR codes without added cues

14%

Note: Participants can select more than one response

Here’s what you should do

Display your identity and intent directly on the scannable asset. Include preview links, clear branding, and concise labels. Build the foundation of trust before interaction starts.

Which QR code style is most trusted by users

Users highly trust QR codes with a logo more than those with generic or overly customized designs.

Black-and-white with logo35%

Colored with logo32%

Generic black-and-white11%

Artistic / Fluid4%

Others have no preference17%

In practice, simple and professional designs remain the safest choice for everyday use. Branded, professional-looking designs carry the strongest trust signals. Highly stylized/artistic codes still feel risky to many users.

Here’s what you should do

Use minimally customized codes with clear brand logos for mainstream campaigns. Reserve artistic codes for brand-safe, awareness campaigns where you first educate users about what to expect.

What stops users from scanning QR codes

Cybersecurity is the major scan barrier for most users.

40%

Security concerns

19%

Inconvenience

15%

Lack of value

12%

Lack of understanding

12%

Still prefer traditional methods

Cybersecurity anxiety is the main ceiling for adoption. Phishing and fake codes have eroded confidence in spontaneous scanning.

Here’s what you should do

Adopt recognizable trust markers such as branded frames, custom domains, HTTPS redirects, and visible verification seals. Use direct messaging that explains the benefit.

55%

Content

26%

Branding

19%

Logos

How users think about data and privacy

More than half of QR code users are concerned about security when scanning QR codes.

This shows a careful but practical mindset. People know the risks but still scan when the environment appears safe, indicating rational trust rather than blind trust.

Here’s what you should do

Present security as a core feature. Use branded domains, anti-phishing indicators, and dynamic links that allow safe redirection. Prioritize a safe space for customer interaction.

Experiences with scams or misleading QR codes

While the majority remain unaffected, a meaningful minority have had negative experiences, indicating that scams are real enough to influence behavior. This explains the demand for safety signals.

Here’s what you should do

Use reliable verification practices. Show link previews, display domains, provide content previews, and use HTTPS as the minimum standard. Add optional confirmation prompts when handling payments or logins.

73%

Safe experience

Have NOT been scammed or misled

Majority of users feel secure

18%

Have been scammed

Users who have victimized by schemes

Only a few users have fallen victim to scammers

What users want to see before they scan

The leading gaps are related to privacy disclosure and clarity of purpose.

Information on privacy and data use

43%

Clear description of the content or benefit

41%

Visible proof of the source or creator

34%

Expiration or validity period

22%

QR codes usually provide sufficient information

14%

Survey data showing what users want to know before scanning QR codes

The industry must recognize that:

Many QR codes still miss basic information that users expect. This gap creates unnecessary doubt, even when the code is well-placed or professionally designed.
Data privacy remains the strongest worry. People know that scanning sends them to an external site, and they want clear reassurance that their data is safe.
Unclear messaging also hurts scan rates. Even when users trust the source, they hesitate if the call-to-action does not explain what they will get.
Clear branding is another missing piece. A noticeable share of users still look for proof of who created the code before they feel comfortable scanning it.

This reveals that users want two questions answered immediately: What will this code do to my data? And what is the benefit of scanning?

The industry often fails to provide these details, which creates uncertainty even when the code looks legitimate.

Here’s what you should do

Treat the space around your QR code as a mandatory disclosure zone to eliminate user uncertainty before the scan occurs. It should answer the user’s basic questions before they scan.

Key Takeaways

User trust is strong but conditional.

People scan when the code is clearly labeled, visually credible, and backed by transparent information.

Most concerns are solved by better design, clearer communication, and consistent security signals across all touch points.

Chapter 2:User Trust and Perception

This chapter explores how confident users scan QR codes, what motivates them to scan, and their hesitations regarding the technology.

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Chapter 2:
User Trust and Perception