Before the top 8 best practices are showcased, it’s important to know what a QR code is and understand the benefits.

What is a QR code you ask? QR stands for "quick response" and is two-dimensional code that encodes a URL (web address), text or other information. It is readable via dedicated QR code scanners and/or smartphone apps.

And what are the benefits? QR codes link offline information to online content, effectively providing additional information and even multimedia to an offline experience. It’s an instant way of delivering unique offers. QR codes can be read anytime and virtually anywhere using a smartphone app. They can be used in a variety of ways - allowing users to access websites, see text and images, send emails and messages and dial telephone numbers.

Top 8 Best QR Code Practices

#1 Use high contrast printing/saturation

• The higher the contrast between the QR code and the surface on which it is printed, e.g., black on white, the easier it will be to scan. Remember to keep a clear area around the QR code image.

#2 Size matters

• There is a direct relationship between the optimum size of a QR code image and the amount of data contained in the QR code. A QR code image containing a simple web address may be easily scanned as a 1/2-inch square, but longer URLs may need a larger image to be reliably scanned.

#3 Make sure your landing page is mobile optimized

• When using QR codes, make sure that the landing page and associated content are optimized for mobile phones. Doing so will ensure that the user is able to view/download the content.

#4 Content should be unique or different

• Don’t just send users to a webpage that doesn’t have additional value. Enable a richer experience; offer a special promotion or content that makes it worthwhile to take the time to use the QR code.

#5 Provide instructions on how to use a QR code/where to get software

• Even though adoption of QR codes is increasing, most smartphone users are just starting to use them. Add a line of copy that explains what the QR code is and where you can download a code reader.

#6 Don’t forget measurement and tracking

• Accurately and effectively measuring the implementation of your QR code is important to the success of your campaign. Once you identify the goals of the QR code and how they align with your business strategy, as long as the proper measurement tools are in place, it is possible to track things like how many scans a code receives, the type of device being used and even the time of day the scan occurred.

#7 Proactive maintenance

• If you are using a QR code on a printed piece, make sure the landing page has a redirect should the page ever be taken down or moved.

#8 Future considerations

• As QR code usage continues to grow, there may be even more engaging and useful applications, such as visual search and social networking integration. Use of design: color logos, etc. are beginning to emerge and could present unique branding opportunities.