QR Codes: Connecting Print and Digital Campaigns

The original article described QR codes as a comeback in 2018. The useful question for a print campaign is simpler: what should happen after someone scans the code?

A QR code can connect a banner, shop window or exhibition display to a web page. It might lead to product information, an event registration form or a campaign offer. Choose a destination that matches the message on the print, rather than sending every visitor to a general homepage.

Give people a reason to scan

Place a short instruction beside the code, such as “See the collection” or “View the programme”. Explain what the visitor will find. Essential information should also be readable on the display; include a short web address where useful.

Design for the actual setting

Keep the code clear of folds, seams and mounting hardware. Allow clear space around it and strong contrast against its background. A code in a shop window can be approached; a banner viewed from across a road may call for a different response. Do not rely on scanning where people cannot stop safely.

Test a printed sample at the intended size and viewing distance with different phones. Check the destination on a phone, including any redirects. For agencies and resellers, agree who maintains the page and how long it must remain available before printing the campaign.

Compare large-format advertising options and check our print-file requirements when preparing the artwork. The code, printed message and landing page should work as one campaign.