Naughty or nice?

I’m referring to QR codes. Are they good or bad? Many people don’t yet know what they are or what they do, let alone ever scan one. (The scoop on QR codes here!)

There are marketers in the business world who say that QR codes are useless and quickly becoming extinct. I think that they do have a valuable function but misuse as eroded their beneficial impact. Be selective in their use.

Some designs have a QR code slapped on them as a shortcut to appearing hi-tech without thinking the consumer experience through. When the code merely leads to a shrunken desktop site it’s a disappointing surprise to the public who are left feeling like they’ve been “Punk’d.” This funny two-minute video The Problem With QR Codes gives entertaining examples of badly used QR codes.

It is essential that QR codes take the customer to something of interest or value that’s displayed on a mobile friendly site — otherwise don’t use them.

Their ability to bridge between print/packaging and digital is very useful. It’s worthwhile to connect an uncluttered package design to detailed product information, booklets and user manuals/videos.

The code on a Real Estate sign can take you right to the home that’s for sale. There’s a growing interest in having a headstone display a QR code which links people to a memorial site featuring videos, photos, and recordings of the person memorialized.

QR codes are also a great way to collect response data that can’t be collected any other way.

So what do you think? Are QR codes good or bad? Share your experience either as a consumer or as someone promoting their business.