Among the hurdles we’ll face as we introduce QR into marketing campaigns is achieving a smooth graphical, and branded integration, of the QR code. Opinions vary on this. QR loyalist advocate quick visual recognition and the code’s ability to scan. This dictates that it be left as generated, a stark black and white, with no intrusion of color or brand-related graphics. It is easy to imagine a brand manager ranting, “If it is not defined within the handbook, it’s not going into my campaign”. There is obviously a technical and branding balance that needs to be met.
With smartphone in hand, click to enlarge any of the QR codes below. Learn more about what works and how far you can go to meet the needs of brand, while enabling a quick read of the QR code.
As there is no specific formula to determine to what degree a designer may invade the QR code, it becomes a process of art rather than science. Specific areas are out of bounds for graphic overlays or manipulation, yet color can play roll to support the palette of the brand campaign. Overall, contrast is the most important factor. Obscuring the code with logos will be entirely trial and error as every code is unique. Incorporating illustrative techniques is totally new territory, but pioneering is our nature, so give it a try.
More technical background on QR can be found at Google’s Chart Tools.
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