How the pandemic has changed the face of the QR code.
Remember when Corona was just a summertime beverage?
Before COVID-19 QR codes were considered a mid-nineties gimmick, however as public health measures prompted us to be reacquainted with our “quick response” pixelated friend so does a new design culture emerge.
We are now using QR codes like never before — and the icon is finding its way into nearly every industry from hospitality and fashion to healthcare and live entertainment. Thanks to advancements in QR Code technology and a boost in smartphone adoption, QR Codes can simplify ordering and payments processes, streamline marketing and bridge the online and offline customer experience.
If you’re looking for smart ways to increase your marketing activity and optimise the user experience – embracing the QR trend just might see you get a quick response to your bottom line.
#1 Brand Integration
Encouraging consumers to immerse themselves into your brand world beyond the physical. Integrating the QR code within the brand identity and colour palette ensures consistency and coherence with the existing brand verse. It could get built on and into the graphic language of the pixelated cues as the surrounding visuals draw attention.
Image via W Hotels
#2 Brand Experience
Instead of the traditional hoarding graphics for a hotel construction site in Philadelphia, the W Hotel used giant QR codes to direct traffic to their website to share opening date progress. There is also a huge Spotify logo and code which takes you straight to a playlist curated by a local DJ – created as a teaser to the upcoming hotel experience - A genius idea from Rob Reed at the ad agency One Trick Pony.
#3 Customer Experience
Selected by the nomad crew for your coffee moments. Spanish coffee brand Nomad Coffee fills its publication with QR codes designed by Basora. Featuring a collection of goods: good videos, good music, good news…
Photography by Enric Badrinas
Many brands are using QR Code Labels on products – by scanning the code, customers can find out online availability and detailed specifics. Fast-fashion retailer Zara takes criticism head on with their Join Life conscious campaign accessible via QR code.
Image courtesy of Zara
#4 Brand Loyalty
To build a customer community, include QR Codes that send users straight to your social media pages. This technique has been around for a while on platforms like Snapchat and WeChat however, it’s become an increasingly popular marketing initiative since Instagram announced its QR Code functionality.
#5 Brand Value
Typically, users read between one and six reviews for products before purchasing. To encourage as many reviews as possible, make it simple for your customers to leave feedback in a place that’s easy for others to see.
#6 Brand Authenticity
Until now inclusive design has taken a back seat especially on packaging and there is no legal requirement for brands to include it. Accessible codes akin to the everyday QR code could help those with vision impairment access and identify products easier. It also enables brands to forge meaningful relationships with this demographic while becoming more inclusive.