QR codes on packaging: how to use them
By Steffen Andersen · 1. April 2020
More and more of our customers want to use QR codes in the design of their packaging. We experience that most of these customers are not sure about how to do so to make sure that the customers are able to scan the QR code. And of course the biggest problem is how do you even get the customer to scan the code? In the following we will go through our best practices when using QR codes.
When should you use QR codes?
QR codes are a way for your customers to easily get access to a site that you would like them to visit. This means that when choosing if you want to use a QR code or to show the URL in the design, you should consider which of these two options are most likely to make the customer do the intended action.
Our rule of thumb is that if you just want them to go to www.companyname.com – Then you should just show the URL as it is easier.
But if you want them to get to a specific site, such as www.companyname.com/order-takeaway-now – Then the URL is really long and it is easier for the customer to enter via a QR code.
How do you make the QR code?
The great thing about QR codes is that you can easily hide UTM tags in the URL, as the URL is not shown. You don’t know why to use UTM tags for? In short, it is just an easy way for you to track which campaigns and traffic sources your website visitors come from.
The first thing we would do, is to find the URL that you want the customer to visit and then go to ga-dev-tools.appspot.com/campaign-url-builder/, and make the UTM tag for your URL.
After this you can go to qrcode-monkey.com, and set in the URL, and it will generate a QR code for you. You should then download it as a .SVG or .EPS file, if it should be used to print.
How should it look in the design?
In general you can use QR codes on all packaging. Yet, we would not recommend doing it on plastic cups, since the print on plastic cups becomes a bit transparent and can make it difficult to scan the QR code.
If you want to use the QR code on bended packaging such as paper cups or ice cream cups, then you should be aware that it should only be on ⅓ of the cup, otherwise it would bend too much and your customers will not be able to scan the QR code. In terms of size of the QR we would recommend that it is at least 15x15mm, so people can scan it easily.
How do you get people to scan it?
The technology of scanning QR codes is rarely a problem. If it is an Iphone user, it can be done via the camera but if it is an Android it should be done in Snapchat or some other app.
How to make your customers scan it? A small call to action can do miracles for your conversion rate and make them go to your website. I would recommend a CTA like “Scan with Snapchat and get your discount” or “Scan it now”.
Conclusion
QR codes are a simple tool that help you to get your customers to visit a specific website, but they are not always the best thing to use. QR codes can be used on bended packaging, but be careful with the size and do not use it on plastic cups.
Remember to incentivise your customers to scan the QR code with a catchy sentence, and also remember to use the conversion to something extra such as signing up to your newsletter.
