QR Codes on Product Labels and What You Should Consider

Creating Brand Engagement

Quick Response (QR) codes are two-dimensional graphics that can be scanned by smartphone cameras to automatically retrieve text, photos, videos and URLs. Being mobile-friendly, these codes are used to attract an audience to online materials via an offline stage.Creating these codes is the simplest part! There are numerous websites devoted to creating custom QR, easily found by searching for “QR code generator.” The ZXing Project QR Code Generator is the simplest to use. Just input where you want the code to land, and it will generate the scannable image that you may save and print.

However, choosing what to do with your QR code is a bit trickier. Many small businesses make the mistake of simply inputting a link to their website through the QR rather than creating a more engaging or rewarding destination on the other end.


Digital Strategist Kyle J. Britt at BooneOakley—an ad company known for its creativity in new Internet marketing—said: “The most active usage of QR codes results in downloaded material. This isn’t an opportunity to ‘look cool.’ It’s an opportunity to showcase yourself, and what you have to offer through new technology.”

Things to Consider with QR Codes

1. Who is your audience?

Recently, Nielson reported that about 28% of mobile users have smartphones, and even less know how to use them. If you can’t imagine your audience quite “hip” enough to be scanning QR codes, then it might not be necessary at this time.

2. What are your goals with QR codes?

Whether to boost awareness, or to gain consumer loyalty, you should focus your efforts on how the QR destination will impact the consumer in a manner relative to your brand and product. Sending them off to your website or Facebook profile is about as effective as a salesman pointing to an aisle and saying, “It’s over there.” You have an opportunity to engage with customers at the point of purchase – and you have their full attention. What do you need for them to understand about you?

3. How will you reach these goals withs.

Tie the link to a free Google Analytics account, or other internet metrics service, and witness how the user interacts with the destination you’ve given them.

4. How will you get them to scan it?

The effort of whipping out a phone and activating the scanner app can be exhausting for some people. Also, QR is not popular enough to assume that everyone knows what it is just yet. While very popular in Japan, QR is relatively new to the US, so make sure you include a bit of instruction on how to use the QR wherever you place it. A simple “use your smartphone to scan this code” may be sufficient enough, but don’t presume they won’t need further incentive to take the effort to scan it.

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