Using QR codes in your design
QR codes have been around for a while, but it’s only recently that they seem to have caught on, with more and more of my graphic design clients asking me to add them to their documents. This guide is intended to help you decide if you do need one, and how best to go about creating and managing them.
Illustration © Tom Holmes
Do you actually need a QR code?
My first question when someone asks for a QR code is often to ask them whether or not they actually need one.
What is your QR code linking to?
QR codes can be good for linking to things that don’t have a simple text link:
Social media profiles
Ticket booking sites
Online surveys
Online stores
Online menus
App downloads
Mailing list sign-ups
Competitions or promotions
Specific pages with long URLs
If you just want a link to your website homepage then it might be simpler and neater to just have your website presented as text. Don’t just have a code for the sake of it!
Where can you put a QR code?
QR codes can be convenient in situations where people that you want to view your content are out and about, such as on your posters and adverts in public or on a stand at an event.
Some locations might not be practical to have a scannable code:
Things that are on the move, such as vehicles or people’s clothing
Places people can’t reach or are too far away
On websites, documents or PDFs that are already being viewed on a screen or device – in these cases it’s much more simple and practical just put a standard hyperlink
Static vs Dynamic QR Codes
What are static QR codes?
A lot of free QR codes are just ‘static’ codes. This means that you choose a link destination when you set them up but it can’t be changed or edited afterwards. This can be OK for temporary purposes, but be aware that if the link moves or changes address at all then the QR code will lead to a dead end or the wrong place. You can just make a new one, but it’s not good news if you’ve paid to have it printed on a load of items! Some free codes might also expire after a certain period of time too.
What are dynamic QR codes?
Dynamic QR codes are a bit more clever. If you create a dynamic code, the pattern of the code stays the same, but you can control and manage where it links to. So if you want to update the link destination or change it to a new one in the future, you can, without needing to reprint it.
Dynamic QR codes also feature analytics, so you can see how many people scanned the code.
The downside is that you’ll likely need to pay for this type of code, but it’s worthwhile if you’re looking to use the codes for a while and want that flexibility and security.
How do I make my QR code?
Whose responsibility is it?
If you just want a free static code then I can create this for you myself within Adobe’s design software. Just send me the link that you’d like it to go to and I can do the rest.
If you need a dynamic code (which I recommend you do), then I suggest that you set up your own account with a QR code generator website, so that you can manage your subscription yourself and keep track of and edit the code destination.
Finding a QR code generator
A Google search will suggest hundreds of competing sites where you can make a QR code. I can’t vouch for the reliability or cost effectiveness of all these sites, so shop around and pick the one you feel works best for you. I have had experience of working with a client using https://qrfy.com/ which I found easy to use, so you could give them a try.
Once you have an account set up you can either create the code yourself or send me your login details so that I can set it up for you.
Styling your QR code
Personalisation of QR codes
Some free code generators and most dynamic code generators now offer personalisation of your codes. This means you can choose different pattern styles, pick colours and even add your own logos or symbols. Try not to go too mad with these! Let me know you need some help with this.
Continuity
If you’re making a few different codes for your brand then I recommend following the same format for each. If you have all sorts of different code styles on your documents it can look a bit messy if they don’t match each other.
Which file format should I download?
Once you’ve finished creating your code you’ll be given options for what format you’d like to download. It’s worth grabbing all the options available to keep on file, but for me the vector option is always the priority – this means I can make it as big as it needs to be without it going blurry or pixellated when you print it out (not good if people need to scan it).
This might be an .svg file, a .pdf file or an .eps file. Sometimes .png or .jpg files are OK too – if you don’t have an option for a vector file download then choose the biggest size possible for download (if there are different sizes available). If you’re stuck, let me know the options available and I can recommend which one to choose.
Inserting your QR code into your design
What size should a QR code be?
QR codes that are printed too small can’t always be scanned, especially if they have a lots of small dots or detail. Most advice says that you should print them at a minimum of 2cm. Bear that in mind if you’re squeezing one into a small space, such as on a business card. Although that sounds small, when you factor in the space around it and the text next to it it can soon start taking up valuable real estate on your page.
Adding a call to action
Don’t forget to add some useful text next to your code encouraging your reader to scan the code. No-one will want to scan the code if they don’t know;
why they need to scan it;
where it will take them;
or what they need to do when they get there.
Summary
Now that you’re all clued up on QR codes you should be ready to go. Get in touch with me if you need a graphic designer who can implement QR codes into your design.