Welcome to BCG’s new blog, EverythingBarCode.net. I thought our first post should be based on observations regarding the use of QR Codes from a longtime industry perspective. And feel free to connect with us with comments/questions through the blog or other outlets you’ll notice on the sidebar.
- Andy Verb (President, Bar Code Graphics)
Scannable Mobile Barcode: Size, printing method and material
Be consistent with the type of promotion you are creating. The barcode itself should be given equal consideration to the promotion’s typeface, copy and placement. A 2D barcode should be in a prominent location and include information or instructions. US consumers are beginning to pick up on the use of 2D barcodes, but make it clear the incentives or information they will find by utilizing the code. Don’t assume consumers know what to do or why they should engage.
What size barcode to use? Best practice guidelines use shorter URLs to minimize symbol size. Match the symbol size with barcode type, your printing process, and material. There are many examples of current 2d barcode campaigns using symbols which cannot be easily read by mobile devices.
Open source barcode language (QR or Data Matrix) is recommended. Although significant players in the market tout their proprietary software, they often lead to poor user experiences. Don’t gamble. If you risk it, you may sacrifice your future mobile projects. Since this technology is still in it’s infancy, poor user experiences will taint future participation. Always test using a variety of scanning software and mobile devices.
Positive Customer Experience: Mobilize landing page
While you are in the planning stage, consider whether your site and/or landing page is optimized for mobile viewing. A webpage designed for a PC-accessed campaign is not the same. Keep in mind the page should load quickly, limit scrolling and eliminate lengthy text. Each mobile provider has a different screen resolution. If you have these elements tackled for the mobile user, you are on the right track to providing a positive user experience.
Make It Count: Define your landing page goals
Think less about “wowing” users with a concept and more about your purpose. Ask yourself if this landing page directly ties into your original promotion purpose. Make your call to action clear and measurable. Don’t make customers or potential clients search for relevant info.
Bar Code Graphics, Inc. not only provides digital barcode files for your 2D barcode campaigns; we can also assist with your marketing programs.