The humble QR code, when I started my career back in 2011, every brand I was working on was trying to get adoption of the technology. In theory it was an amazing idea, but mobile phone technology hadn’t caught up. You needed a secondary app to open them and so many campaigns just didn’t convert and often just were more problems and frustrations for consumers, which you never want.
Fast forward to 2024 and post a global pandemic, QR codes now are seen to be a language across the world. We can scan them to access menus, make a payment or find information without even a second thought.
Where did the QR Code begin?
The story of the QR code begins in Japan in 1994 with the need for greater efficiency in manufacturing. The technology was invented by Masahiro Hara, an engineer at Denso Wave, a subsidiary of Toyota. At the time, barcodes were already in widespread use for inventory management, but they had significant limitations. Barcodes that were introduced in the 1970s could only store a small amount of information with just a string of numbers. The factories needed a system they could store more data in. Denso Wave engineers sought to create a new code, that would allow for quicker data retrieval. Unlike barcodes, which store data in a linear, one-dimensional format, QR codes store data in two dimensions, using both horizontal and vertical spaces to pack in more information.
The first QR codes were primarily used in the automotive industry for tracking parts and components during manufacturing. However, it didn’t take long for the technology’s potential to be recognised outside of this industry.
In the early 2000s QR codes started appearing in marketing and advertising in Japan and parts of Asia and were early adopters. The realisation that the codes could serve as a bridge between a product, promotional materials, and digital content. They were perfect for marketing campaigns, consumers could scan them to access websites, download apps or get discounts.
By the mid-2000s QR codes had gone global and for a moment it seemed like the next big thing in advertising, but that bright start soon dimmed and fizzled and they were largely considered by the 2010s to largely considered a failed technology. It was in part that mobile technology wasn’t caught up.
By 2010 up until 2019 western markets has largely fallen out of favour of QR codes and where no longer a major focus in advertising or consumer facing applications. However remained widely used in Japan, China and South Korea.
2017 Apple, Google and Android made it possible for QR codes to be read with just the camera, which helped support there use much more easily.
Then 2020 began the global pandemic and QR codes suddenly against all predictions made a come back to solve a problem yet again. QR codes became a practical tool for connecting physical objects to online content in a fast convenient and contactless way to keep people safe. The pandemic pushed for contactless technology to minimise physical contract or touch points which was critical for safety.
Retail and restaurants took the technology to order and see menus without the need of physical documents. Then the UK government brought in a track and trace app to help stop the spread of covid. It then followed by a vaccination passport to travel to prove your status around the world. QR codes became quickly in this time, not a novelty but an everyday essential. This mass adoption was seen to be practical and universal language that everyone knows how to use instinctively now.
By 2024 mainstream technology is using QR codes like they have always been there. It’s normal to order your food at your table in a restaurant, collect your loyalty points, have digital ticket to your gig, return a parcel, find out ingredients on packaging, see the promotional information from a print advert or poster, download a discount voucher, enter a competition, share your social media, and even pay for things. The possibilities are endless with the way you can customise them now with colours and logos on to seamlessly link to your advertising campaign.
Dynamic QR codes generated by users accumulated 6,825,842 QR code scans from global users in 2024, a 433% increase over the 2021 figures.
Across the globe, QR codes are increasingly becoming part of everyday consumer interactions. Approximately 84% of mobile users have scanned a QR code at least once, with 72% scanning one monthly, demonstrating a high level of engagement and comfort with this technology.
I think QR codes now are here to stay and will be a versatile tool for the true digital age. Adobe creative cloud recently created an inbuilt tool for designers to make it even more seamless and are much more reliable. QR codes can be generated on lots of different website, this would never be my recommendation, as these are often reused or cut off after a time period.
They can be used as a safety measure and enhance the digital experience across sectors. Their ability to bridge physical and digital worlds has inspired brands to experiment further, such as integrating QR codes into augmented reality and interactive storytelling experiences.
The pandemic may have been the catalyst for their resurgence which to me is still crazy when I think back to 2011 when they just didn’t seem to get off the ground, but they have proven their value and can see them being only used more the more in the coming decades. The QR code’s simplicity, flexibility, and ease of use have ensured its staying power, and as technology continues to evolve, so too will the role of the QR codes. From factory floors to smartphones, this tiny grid of black-and-white squares has had an outsized impact on the way we live, work, and interact with the world.
Some great real world examples.
Pringles & Movember Campaign - 2024
Mr P’s mustache is an iconic mo. In November 2024, they have partnered together to raise awareness of mental health and wellbeing. In case you have been under a rock, Movember is a month where men grow out a moustaches in all it glory for raising money for charity.
The campaign you can see on the picture above included the QR in the moustache. On scanning the code, it takes you to a learning app to give people more confidence to talk about mental health. Giving you ideas of how to start great meaningful conversations. I love the integration on pack instead of it being just off the side and I couldn’t agree more of the need for this partnership.
© Movember & Pringles
Heineken’s - “The Sound of Music” Campaign 2024
Heineken, hacked music events across the globe to delivery hidden messages to fans, to encourage them to be more present in the moment. It was invisible to the naked eye, however holding your phone to record the live music, it showed a message to live in the moment. It used infrared technology. The campaign idea came from research which showed ‘that 35% of Gen Z and Millennials say they check their phone more often than they should when socialising but 60% said they’d enjoy music events more it they disconnected from their devices.’
To make the campaign even better they launched at app called ‘boring mode’ which pixelates the cameras, blocks apps and turns off notifications. Think we could all do with that sometimes and what a fab innovative idea to call it to people’s attention.
Pepsi's - Super Bowl Campaign 2024
Working in partnership with Happy Giant and VRM, Aircards they developed Pepsi Super Bowl Portal which featured artist The Weekend. On pack scanning open the experience up, with an impressive 360-degree augmented reality experience, seeing the show come to life in your home. Which included behind the scenes videos, exclusive artist content and selfie filters. It's amazing how you can link the real world with digital content and load so seamlessly and quickly, this is a great demonstration, how the printed world can open the digital one.
© Pepsi & VRM Aircards
Coca-Cola's - AI-Powered Coke for the year 2023
Coke Cola invited fans to imagine what the future tases and feel like with a limited-edition drink with a new AI powered experience and the . They combined fans from around the world, and insights from AI to create the taste of the year 3000.
I love they have really played with the colours of the campaign being, a light-toned colour palette featuring violet, magenta and cyan against a silver base. I guess them using silver still hints at diet coke, but the bold new colour choices bring it into the future. The app also included a way to filter your photos to make them look futuristic. This user generated content is novel, playful and truly future thinking way of engaging new customers, and hearing from your loyal following.
© Coca Cola
Ikea - Scan & Shop App
Ikea’s scan and pack as you shop, no more long ques, well we will see. I am absolutely in for this one. This isn’t just a campaign but a way to shop more effectively, it does rely on customer honesty but who wants to get caught out.
It works seamlessly through the existing Ikea app, so super simple for shoppers. For small items, you scan and it adds it on to a bill. Larger items, walk around the showroom and scan the products you want to buy and add them to a shopping list. (I will miss those tiny pencils when they go) Then when in the picking area, you scan the QR codes as your picking to add them to the bill. Then when in the till area, simply scan the unique QR code and pay for your items. What a fantastic way of streamlining a retail space, and convivence for customers all at the same time.
Max Fosh - Loophole Tour
My YouTube watching would not be complete without Mr Fosh, his funny clever antics and out of box thinking is just brilliant. (if you haven’t watched him before, I would highly recommend it)
As the audience were arriving, there was a QR code on the screen, with lots of questions to answer. I won’t tell you too much he’s still touring, and I wouldn’t want to ruin it for anyone. But the QR code content is key to his live performance, audience lead, with comedy gold surprises. It was a novel way to interact with the audience, it wasn’t new to have a QR question and answer at an event or conference but the clever way he integrated it into his show as the key component was something I had never seen before and the loophole was his best one yet.
© Max Fosh
Groomi - New Brand Packaging
Groomi is a brand I am working with, which I created a brand overhaul, to future proof their business and grow there impact in a very busy market place. It has been a truly amazing project I have had such fun developing. There’s no better project for a designer who loves animals than developing a style of dogs in illustrations and bringing them to life with a great fun tone of voice.
After working on the core branding, packaging was next on the list. They had a challenge where they needed instructions on how to use their products to get the best out of them and how to change the blades on brushes. There packaging before had lots of copy and explanation which made it look clumsy and confusing. So, I suggested using a QR code to link to a landing page where all the information could sit and be clear. Linking to how to pages and upselling other products to compliment what they had brought already. This is a great example of a way to keep packaging, clean and simple but also have all the information your customers need at just a scan.
Just a few examples from last week.
Coke Cola, with a competition to enter. Fab Fit Fun, using it to upsell subscriptions and give you some ideas for items you might like for winter treats. Treat kitchen, displaying more of their products, and additional money off for a repeat purchase. Jurassic Park exhibition at the Trafford centre, promoting around the shopping centre about getting tickets, love how they integrated the logo into the QR code. Each one is clear and quick to see what they are taking you too see and stops the need for excess content. I don’t know how they all performed individually but I do know I scanned them all to find out more.
If you have a campaign which needs added information, encouraging purchasing, richer content, more explanation via videos or a booklet, QR codes could be your answer. Got a problem to solve or a brief in mind I would love to chat how we can bring digital and print together to get the best results and reach your right audience.
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