QR codes have become over-used, and often times are misused
Chances are that you have seen those ‘square things’ on product labels at your local big box store or supermarket. These little square marketing tools are called QR codes. While there are a few instances where QR codes have been effectively used (very few), the vast majority of QR codes serve little or no value to the end consumer.
We’re looking at you, the brilliant marketer who decided to put a QR code on a moving bus. We’ve also got our eye on you, the designer who decided to place a QR code on the billboard along the highway. Apart from the obvious challenge associated with scanning something so far away, what part of "don't use your phone while driving" don't you get?
One particularly stupid example we've seen is the huge QR code on the back of a bus - inviting us to scan it to find out the wait times at our local hospital Emergency Room. Um, maybe that's a subtle invitation to scan the code with your phone while driving - undoubtedly resulting in a need to visit the ER. That marketing department deserves a medal for originality for sure. So before you decide whether to place a QR code on your custom product label, we want to provide a little more information about QR codes.
Scanning this code with a smartphone QR app will take you to the Wizard Labels Facebook page (This post slams QR codes….should we really be including one?)
If You Don’t Need A QR Code, Don’t Use One
There are times when a QR code can be used effectively on a product label. However, these instances are few and far between. Unless you are absolutely sure that utilizing a QR code will add real value to the consumer experience, then we recommend that you don’t add a QR code into your label design.
It would seem rational to assume that the majority of consumers use smart phones, and for your target market you may be correct. However, a QR code serves zero purpose to any consumer without a smartphone. Furthermore, a QR code only serves a purpose to consumers that have downloaded a QR code reader app onto their smartphone (further limiting the usefulness of the code.)
Another thought to consider is the longevity of usefulness of any given QR code. If you should decide to place a QR code on your custom product label, the destination URL needs to be relevant for the shelf life of the product. Websites change constantly, so providing a link to a page that's moved is simple evidence of carelessness - and your customer will recognize that immediately if they choose to scan the code.
While it may be tempting to use a QR code in the design of your custom product labels, it is vital that you consider whether it adds anything of value to the end consumer. Unless you believe that it is absolutely necessary to have a QR code on your custom product labels, we would recommend you steer clear of these often over-used and misused marketing tools. Use the extra space on the custom product label for adding to the design of the label or adding even more relevant information.