If you’re not familiar with QR codes – those black and white squares you find on advertisements, business cards, and packaging – they’re two-dimensional (2D) bar-codes that when scanned, connect consumers with digital content online.

When you scan a QR code using an app on your iPhone, Android or other camera-enabled Smartphone, you’re typically sent to a website or sales-related offer.

The ability of QR codes to connect people to digital content is very appealing to marketers, and specifically, to brand managers responsible for packaging design. In fact, the whole idea is attractive. The ability to connect an offline experience with an online one should open up doors for both consumers and marketers. In practice though, there are too many barriers to entry. While QR codes are increasingly used for smart phone ticketing and other purposes, they’ve been largely ineffective as advertising tools thus far.

QR Code Usage By The Numbers

• Smartphone penetration will grow to 58.3% by 2014
• Smartphone growth means the total number of mobile barcode users will show considerable growth, reaching nearly 38.6 million adults
• Only 5% of Americans actually use QR codes
• 57% of consumers who have scanned a QR code say they did nothing with the information
• 60% of consumers who scanned QR codes, did so just once

The Conundrum

QR codes are widely used by marketers and 70% of consumers recognize them, but yet there is still widespread confusion about how to use them. As with any emerging technology, consumers cite curiosity as a reason to try QR codes, however they often don’t fully integrate the technology into their everyday routines. The slow adoption could be attributed to the amount of time it takes to find and download a QR scanning app, scan the code, and then reach the desired content. Another reason for disconnect is that most QR codes are not giving consumers what they want. There is a fundamental divide between how consumers use QR codes and what marketers are providing. Consumers are primarily interested in receiving discounts, while marketers are interested in telling the brand story and providing additional product information.

Even though there is high consumer awareness, the awareness has not yet graduated to usage. Until people are scanning like they’re on Supermarket Sweep, we typically don’t recommend including them on packaging. For one, QR codes use valuable space. If consumers aren’t using them, it turns into wasted space that could be used to communicate a more relevant message that may help a consumer make a purchase decision.

In some cases though, where QR codes prove relevant to a brand’s audience, we recommend that the code be relegated to the back panel of a package design – at least for now. This way, valuable front-panel space can be used for the most relevant on-pack communication, and consumers who have a love affair with QR codes have the opportunity to further engage with the product or brand.

But Wait…

Many well known brands are latching onto the technology. The Cleveland Museum of Art, Starbucks, and Taco Bell among others recognize the potential. For example, The Cleveland Museum of Art places QR codes next to exhibits to direct visitors to online or audio tours, or to provide more in-depth information. Starbucks is using QR codes to streamline the way they interact with customers. Rather than waiting in a long line to pay, customers can integrate their pre-loaded Starbucks card with their phone app to pay quickly. Taco Bell partnered with Mountain Dew on a promotion where customers scanned QR codes on drink cups to get free music downloads. Having a younger customer demographic who are tuned in to pop culture, the campaign earned over 200,000 downloads according to Mashable.

If brands and consumers want quick scan technology like QR codes to catch on in a serious way, there are barriers that need to be removed. For one, if iOS or other popular mobile operating systems integrated QR scanning into camera technology, it would remove the step of having to find and download a third party QR scanning app. By including more clear calls to action in the copy that accompanies the QR code, consumers might be more prone to take action if the offer appeals to them. Until then, leave the QR code off packaging unless it really provides value to the consumer.

What is your opinion about QR codes in packaging design? We’d love to hear your thoughts in the comments section below.

About The Author

Lauren Licata
Interactive Marketing Specialist – Brand Marketing, Kaleidoscope Chicago

Kaleidoscope is the premier Co-Creative & Brand Realization agency in the world. We believe in working together with our clients to develop breakthrough product, package and brand solutions through Iterative Design Thinking, Rapid Ideation and Iterative Prototyping.