You printed 5,000 flyers for your grand opening. Beautiful design, perfect copy, and a QR code linking to your special offer. Two weeks later, analytics show 12 scans. Twelve. From 5,000 flyers. The code worked—you tested it. But it was too small to scan from where people stood. And it linked to your homepage, not the offer. And there was no reason given to scan it.
A QR code without context is just a pixelated square.
We've made every QR code mistake possible—tiny codes on distant billboards, beautiful colored codes that scanners couldn't read, perfect codes linking to broken pages. This guide compiles everything we learned from those failures into a system that creates QR codes people actually scan.
Why QR Codes Work Now
The Turning Point
Before 2020, QR codes required dedicated scanner apps—friction that killed adoption. Now, every smartphone camera natively recognizes QR codes. Point and scan, no app needed.
This removed the primary barrier. Combined with contactless everything during the pandemic, QR codes finally achieved mainstream acceptance.
Current Use Cases
QR codes are now standard for:
- Restaurant menus - Contactless ordering
- Payments - Mobile payment systems worldwide
- Product information - Extended content without packaging space
- Event tickets - Paperless entry
- Business cards - Digital contact sharing
- Marketing campaigns - Bridging print and digital
- Authentication - Two-factor and login systems
We use them constantly—for sharing URLs in presentations, linking physical products to digital content, and simplifying mobile access to tools.
Creating Effective QR Codes
Start with the Right Content
QR codes can encode various data types:
URLs (most common):
- Website links
- App deep links
- Landing pages
- File downloads
Contact information (vCard):
- Name, phone, email
- Company and title
- Address
Plain text:
- Short messages
- Instructions
- Codes and passwords
WiFi credentials:
- Network name and password
- Automatic connection
Other:
- Email addresses
- Phone numbers
- SMS messages
- Calendar events
Use our QR Code Generator to create codes for any of these formats.
URL Best Practices
Since URLs are the most common use case:
Use short URLs: Longer URLs create denser, harder-to-scan QR codes. Use URL shorteners for long links, or better yet, create dedicated short landing pages.
Use HTTPS: Always use secure URLs. Some browsers warn about insecure links.
Make destinations mobile-friendly: People scan QR codes with phones. If your destination isn't mobile-optimized, you've wasted the scan.
Use tracking parameters: Add UTM parameters to track QR code performance:
yoursite.com/page?utm_source=qr&utm_medium=print&utm_campaign=poster
Test before printing: Scan the QR code yourself before mass production. A broken link is worse than no code at all.
QR Code Design Principles
Size Matters
QR code size directly affects scannability:
Minimum sizes by scanning distance:
| Distance | Minimum Size |
|---|---|
| 10 cm (4 in) | 2 cm (0.8 in) |
| 30 cm (1 ft) | 2.5 cm (1 in) |
| 1 m (3 ft) | 3 cm (1.2 in) |
| 3 m (10 ft) | 9 cm (3.5 in) |
| 10 m (30 ft) | 30 cm (12 in) |
Formula: Scanning distance ÷ 10 = minimum QR code size
For billboards, that math means very large codes. We've seen too many distant QR codes that are physically impossible to scan.
Contrast Is Critical
QR codes work through contrast detection:
Do:
- Dark code on light background
- Black on white (safest choice)
- High contrast color combinations
Don't:
- Light code on dark background (some scanners struggle)
- Low contrast combinations
- Colors that are similar in luminosity
When we started experimenting with colored QR codes, we learned that what looks high-contrast to humans doesn't always scan well. Test colored codes thoroughly.
Quiet Zone
The white space around a QR code (quiet zone) is essential:
- Minimum: 4 modules (the small squares) of white space
- Recommended: More space improves scanning reliability
- Never: Crop into the QR code or place elements too close
Think of it as the code's personal space—respect it.
Error Correction Levels
QR codes have built-in error correction:
| Level | Recovery Capacity | Use Case |
|---|---|---|
| L (Low) | ~7% | Clean environments, maximum data |
| M (Medium) | ~15% | General use (default) |
| Q (Quartile) | ~25% | Moderate damage expected |
| H (High) | ~30% | Logo overlays, harsh environments |
Higher error correction = larger QR code for same data, but more resilient.
We use Level M for digital applications and Level H when printing on materials that might get damaged.
Adding Logos
You can place a logo in a QR code's center if:
- Error correction is set to H (High)
- Logo covers no more than 30% of the code
- Logo has clean edges
- You test thoroughly
The logo uses up error correction capacity, so the code becomes more fragile. Test on multiple devices before committing.
Placement Strategies
Physical Placement
Eye level wins: People scan what they see easily. QR codes above or below eye level get fewer scans.
Near the call to action: Place codes next to the content they enhance, not in separate "QR code section."
Accessible locations: Ensure people can get close enough to scan. A QR code 3 meters up a wall needs to be enormous.
Consider lighting: Glare and shadows affect scanning. Matte finishes work better than glossy.
Print Materials
Business cards: Back of the card, minimum 2cm square, links to digital contact card or portfolio.
Posters and flyers: Lower third for easy phone reach, with clear call to action ("Scan for details").
Product packaging: Near product information, linking to manuals, registration, or additional content.
Restaurant tables: Flat surface, protected from spills, with context ("View our menu").
Digital Placement
Presentations: Large enough for back of room, displayed long enough to scan (minimum 10 seconds).
Video: Static corner placement, or dedicated "scan now" moment with pause.
Screen displays: Consistent position, always visible long enough for scanning.
Common QR Code Mistakes
The Code Goes Nowhere Useful
We've scanned QR codes that lead to:
- Generic homepages (not the specific content promised)
- Desktop-only websites
- Broken links
- Login walls
Every scan is someone giving you attention. Reward that with a valuable destination.
Lack of Context
A QR code without explanation gets ignored:
Bad: Random QR code on a poster Good: "Scan to get 20% off your first order"
Tell people what they'll get before they scan.
Untested Codes
Printing 10,000 flyers, then discovering the QR code doesn't work, is an expensive lesson. We always:
- Test on multiple phones (iPhone and Android)
- Test in the actual print medium (colors shift)
- Test at realistic scanning distances
- Test the destination works correctly
Wrong Size for Distance
That tiny QR code on the billboard? Impossible to scan from where viewers actually are. Calculate required size based on scanning distance.
Poor Contrast on Materials
What looks good on screen may not scan well printed:
- Colored paper changes contrast
- Glossy finishes create glare
- Textured surfaces distort the code
Test on actual production materials, not just screen previews.
No Tracking
If you don't know how many people scanned your code, you can't optimize. Use trackable URLs (UTM parameters or URL shorteners with analytics).
QR Code Use Cases That Work
Event Check-In
QR codes on tickets enable:
- Fast entry processing
- Fraud prevention (codes can't be reused)
- Attendance tracking
- Paperless convenience
Product Registration
Instead of warranty cards people never mail:
- Scan to register
- Instant confirmation
- Digital warranty records
- Future communication channel
Extended Content
Physical products have limited space. QR codes link to:
- Detailed instructions
- Video tutorials
- Nutritional information
- Sustainability details
- Reviews and testimonials
Reviews and Feedback
"Scan to leave a review" at point of experience captures feedback when it's fresh.
Payments
QR-based payments are standard in many countries. Even small vendors can accept mobile payments without expensive hardware.
WiFi Sharing
Sharing WiFi credentials via QR code:
- No typing long passwords
- No shouting passwords across rooms
- Works for guests automatically
We have our office WiFi as a QR code on the wall. Game changer for visitors.
Measuring QR Code Success
What to Track
Scans: How many people scanned the code Unique scans: How many different people (vs. repeat scans) Time patterns: When do people scan most Location: Where are scanners located Device types: iPhone vs. Android, mobile vs. tablet Conversion: What percentage completed the desired action
How to Track
URL shorteners: Many offer scan analytics UTM parameters: Track in Google Analytics Dedicated landing pages: Page views = scans QR code platforms: Some generators include tracking
Optimization
Use data to improve:
- Low scans? Test placement, size, or call to action
- High scans but low conversion? Improve landing page
- Time patterns? Adjust when/where codes are visible
Creating QR Codes with Our Tool
Our QR Code Generator makes creation simple:
Features
- Multiple formats: URLs, text, WiFi, contact cards
- Custom colors: Match your brand identity
- Logo overlay: Add your logo to the center of QR codes
- Size options: Download as PNG or SVG at optimal resolution
- History: Save and reuse your QR codes
- Instant preview: See the code as you type
- Privacy-focused: Generation happens in your browser
Best Practices
- Enter your content (keep URLs short)
- Preview the generated code
- Download at sufficient resolution
- Test before any production use
- Add tracking parameters for marketing codes
Conclusion
The goal isn't to have a QR code—it's to create a bridge between physical and digital that people actually want to cross.
Every scan is a micro-commitment. Someone stopped what they were doing, pulled out their phone, and pointed it at your code. That moment of attention is valuable. Reward it with something worth the effort—not a generic homepage, not a broken link, not a desktop-only disaster.
Size it right. Test it obsessively. Give people a reason to scan. Then make the destination worth the journey.
Use our QR Code Generator to create codes that work. Follow this guide to ensure they get scanned.
Keep Reading
- Personal Branding Guide - Use QR codes in your personal brand strategy
- Side Project Launch Guide - Marketing tactics including QR codes
- Image Optimization Guide - Ensure your QR landing pages load fast
Related Tools
- QR Code Generator - Create QR codes for any purpose