QR CODE TECHNOLOGY
CHAPTER 02
INTRODUCTION
Today, the usage of QR code has become common on print media industry. People can find it
everywhere and on most printed materials. The main intention of having a QR code printed on
any type of surface is to notify the customers of the products information. It is easy to use; all a
user needs to do is just point the camera of a mobile phone and snap a photo of the QR code, then
the mobile phone will download or link the information to the company website. The advantage
of having the QR code design and application is it saves the time of users typing the web address
or searching the company through Google. All the user needs to do is download the QR code
reader application into the mobile phone, free of any charge.
In designing the QR code, designers take the advantages to another level. The advantage here in this
study is to find the best method and element of developing new designs for QR code and how to
create an identity for a brand using QR code. This paper explores how designers develop QR
code that represents a brand, product and service for a company.
PROBLEM STATEMENT
Evaluating QR code design on its characteristics and identity for a brand is the focus here. Most
QR code use basic design that can represent a code of a company and evaluating customers on how
they interact with the design of a QR code. Does each QR code give some element of attraction
with the brand and how the brand identity is applied onto the QR code? This study evaluates the
characteristic of the QR code design and how customers respond to the design and their
expectations using this application.
DIFFERENT TYPES OF QR CODES
The structure of the QR code consists of modules with little and tiny pixels of black squares. Each
of these QR codes was given a code. The module can be 25 x 25 or 57 x 57 in number. The
higher the module number, the larger the information it holds (QR [Link], 2011). What that means
is although two QR codes have the same physical sizes, but hold different sizes of information, the
size of the modules QR code are smaller but offer higher sizes of data amount. Figure 3.3 explains
the statement above where the 33 x 33 QR code modules hold more data than the 21 x 21 module.
The 33 x 33 modules are smaller and more condensed.
21 x 21 module 33 x 33 module
Figure 3.3. Modules volume comparison based on the data of each QR code holds.
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QR CODE TECHNOLOGY
CHAPTER 03
LITERATURE REVIEW
QR (Quick Response) code is a two-dimensional matrix bar code (Koran, 2011). While the bar
code is a one- dimensional code containing 20 numerical digits; QR code can hold thousands of
alphanumeric characters and information. This means, QR code can be linked to digital content
on the web or can be activated by certain phone functions such as email, instant messaging (IM)
and short message services (SMS). Figure 3.1 shows the difference between barcode and QR
code. Both codes store the same amount of data.
Figure 3.1. Comparison between barcode on the left and QR Code on the right .
QR code was invented in Japan where Denso Wave currently holds the registered trademark of
the code. Denso Wave is a subsidiary company of Toyota and they have decided not to exercise
their patent right as to encourage the usage of the code (Korean, 2011). Extracted from the
company’s official website:
The QR code was a kind of two-dimensional symbology and the DENSO WAVE (established
under the name of DENSO) developed with a main objective of “Code read easily for the reader”
in 1994.
(Denso Wave Incorporated, 2000 - 2010)
As most of the QR Codes illustrate in Model 1 and 2, there are other types of QR Code, which
are categorized as Micro QR Code, I QR Code, SQRC and Logo (Denso, 2014). Each type was
created to be used for different kinds of purposes and the capacity of holding different amounts of
data. Few web service providers offer QR code generators for Internet users to create their own code
for free. Most of them are model 1 and 2 version.
QR Code Micro QR Code iQR Code SQRC LogoQ
Figure 3.2
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QR CODE TECHNOLOGY
CHAPTER 04
METHODOLOGY.
The research was conducted under covert observational researcher tactic. Before the
documentation began, a basic understanding of the QR code was gained from literature review. The
result of this study is based solely on the process of documenting QR code found in a certain period.
There were no interactions between the researchers with the designers who use the QR code in
their design.
The sources of these QR codes vary, from journal paper, newspaper, packaging, digital display, blogs
and others. Therefore, the tools for documenting these QR codes include DSLR camera,
smartphone, personal computer and scanner. Here, the smartphone is also used as a testing
device to test the code.
There are more than two hundred modified QR codes collected since 2012. The QR codes were
later divided into groups based on their visual characteristics. Subjected to six categories of QR code
capabilities, the researcher laid them under suitable classification. This paper exhibits an example of
modified QR code representing their group of altered QR code.
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QR CODE TECHNOLOGY
CHAPTER 04
ADVANTAGES & DISADVANTAGES
1. Ease of Use: QR codes are easy to scan using a smartphone or a QR code reader app, making
them convenient for users.
2. Versatility: They can store various types of data, such as URLs, text, contact information, and
more, making them versatile for different applications.
3. Compactness: Despite containing a lot of information, QR codes are compact and can be
printed on various surfaces, including paper, labels, and digital screens.
4. Error Correction: QR codes have built-in error correction, allowing them to remain functional
even if they are partially damaged or obscured.
5. Cost-effective: They are inexpensive to generate and use, making them accessible for
businesses of all sizes.
6. Marketing and Engagement: QR codes can be used in marketing campaigns to provide
additional information, promotions, or interactive experiences to users.
[Link]: In situations where contactless interaction is preferred, such as during the COVID-
19 pandemic, QR codes provide a safe and convenient way to access information or complete
without physical contact.
DISADVANTAGES:
1. Dependence on Technology: QR codes rely on smartphones or QR code scanners to be
scanned. If someone doesn't have access to a smartphone or a QR code reader app, they won't be
able to access the information encoded in the QR code.
2. Limited Data Capacity: Although QR codes can store various types of information, they have
a limited data capacity compared to other types of barcodes or data storage methods. This
limitation may restrict their use in scenarios requiring large amounts of data storage.
3. Security Risks: QR codes can potentially be exploited by cybercriminals to redirect users to
malicious websites or to steal sensitive information. Users should be cautious when scanning QR
codes from unknown or untrusted sources.
4. Physical Constraints: QR codes may not always be practical or feasible for certain
applications. For example, if printed on surfaces that are prone to damage or wear, such as
packaging materials exposed to harsh environmental conditions, the QR code may become
unreadable.
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QR CODE TECHNOLOGY
5. User Experience: Scanning QR codes may not always provide a seamless user experience,
especially if the scanning process is cumbersome or if the information provided after scanning is
not relevant or useful to the user.
6. Accessibility Concerns: QR codes may pose challenges for individuals with visual
impairments or disabilities who rely on assistive technologies. Ensuring accessibility for all users
may require additional considerations or alternative solutions.
7. Overuse or Misuse: In some cases, QR codes may be overused or misused, leading to user
fatigue or disinterest. It's essential to implement QR codes thoughtfully and strategically to
provide genuine value to users.
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QR CODE TECHNOLOGY
CHAPTER
APPLICATIONS QR CODES:
1. Marketing and Advertising**: QR codes are frequently used in marketing campaigns to
provide additional information or exclusive offers to customers. They can be printed on posters,
flyers, product packaging, and advertisements to direct users to websites, promotional videos,
social media profiles, or online stores.
2. Retail and E-commerce: In retail settings, QR codes can be used for mobile payments, product
authentication, inventory management, and customer engagement. They enable customers to
quickly access product details, reviews, and purchasing options by scanning codes displayed in-
store or on product labels.
3. Ticketing and Event Management: QR codes are commonly used for electronic ticketing and
event management purposes. Attendees can use their smartphones to scan QR codes on digital or
printed tickets to gain entry to concerts, movies, sports events, conferences, and other gatherings.
4. Contactless Transactions: With the increasing emphasis on contactless transactions, QR codes
have become a popular payment method in various industries. Mobile payment apps, digital
wallets, and online banking platforms often use QR codes to facilitate secure and convenient
transactions at retail stores, restaurants, transportation hubs, and vending machines.
5. Healthcare and Pharmaceuticals: QR codes are utilized in healthcare for patient identification,
medical records management, medication tracking, and laboratory sample tracking. They can
also provide access to health-related information, such as medication instructions, treatment
guidelines, and disease management resources.
[Link] and Training: QR codes are employed in education and training settings to
supplement traditional learning materials with multimedia content, interactive quizzes, and
instructional videos. Teachers, professors, and trainers use QR codes to share additional
resources, assignments, and reference materials with students.
7. Tourism and Hospitality: In the tourism and hospitality industry, QR codes are used for visitor
information, audio guides, navigation assistance, and location-based services. Tourist attractions,
museums, historical sites, hotels, and restaurants often provide QR codes to enhance the visitor
experience and streamline operations.
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QR CODE TECHNOLOGY
CHAPTER
RESULT
QR code capability one: High Capacity Encoding Data
The capability of one single QR code can hold up to 7, 089 characters. Designers need to
understand the capabilities of developing QR codes. The designer would also need to understand
and make the connection of linking the code to various applications and information.
High data density
As stated in the literature review chapter, more modules are needed to hold large amounts of data. The
QR code module size 25 x 25 and above can store more information, as the space might not be a
problem in layout composition. The physical size of QR codes is larger to ensure that the code
could be scanned as the module used in the code is condensed.
The halal poster below shows how large types of QR code are used. This poster allows
customers who want verification of the authenticity of the halal restaurants. They may scan the code and
read the halal certification details from JAKIM’s database (Rizal, 2012). QR code designers have to
design the QR code in large format specific to JAKIM’s halal logo and this will provide personal
identification and information of each restaurant. It is very useful for customers to find out the
detail information such as the company registration number and licenses approved or certified by
JAKIM. In this case, the detail of foods that were approved by JAKIM is provided for this
restaurant.
QR code capability two: Small Printout Size
The capability of this QR code is that it can encode the same amount of data in approximately one-
tenth of traditional bar code, giving designers a lot of advantages. Huge information can be
embedded in a single layout composition; and this small pixel code actually represents
information and proves very useful. With the minimum usage of module, some suggest that the
designer limit the code size to 2.5cm as a minimum size (QR stuff, 2011).
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QR CODE TECHNOLOGY
Small size QR code with low density of module.
In figure [Link], it is shownhow the QR codes were placed onto a food packaging. In a limited composition space, the
designer squeezed the QR code to 2 cm height by 2 cm width. The code still can be scanned and consumers will be
directed to the Mamee’s web page to participate in a contest.
Figure [Link] Small size of QR code on a packaging.
QR code capability three: Dirt & Damage Resistance
This feature might be the most-liked feature among other QR code characteristics. The QR code has the capability
to correct itself up to 30% error. This means that if it is partially dirty or damaged in some way, it still can be restored.
Here, in this paper, we will see how the designer modified and manipulated the code while risking scanning failure.
Colour enhancement
Playing with colours is a common thing for designers as colour is one of the important elements in visual art. Here
we can see designers using at least two colours to enhance the QR code. The problem occurs when the colour used is
too light and QR reader fails to differentiate the shape of the code with the background.
Below is an example of a print advertisement (Maybank, 2012), where the researcher’s device failed to scan the code. The
culprit could be that the light yellow color that dominates the code. The color is too light for the device to distinguish the
shape of the code.
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QR CODE TECHNOLOGY
Figure [Link] Designer playing with gradient colour to enhance QR code appearance
(Maybank, 2012).
Shape Elongation
Figure [Link] shows how designers elongate the QR code to give another meaning to the code. In this promotion
poster for a seminar event in UniversitiTeknologi MARA, Shah Alma, the designer tried to hide the code by adding
more pixel shapes around the code. The code works well when it is scanned and viewers will be directed to a social
media page containing details about the event.
Figure: This QR code enhancement by extending the shape of the form.
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QR CODE TECHNOLOGY
Code Distortion
Distorting the code might make the scanning process fail, if it too distorted. Here in this example, SET Studio from
Japan converts the code into a series of illustrations. Each illustration will take the reader to its own topic or articles.
Figure: Conceptual design for Time Magazine by SET Studio Japan. (Mike, 2011).
Internal Pattern Modification
This method has become a typical technique to give the QR code some sense of characteristic for a certain brand. With a
30% error margin in mind, the designer removed some parts of the QR code module and replaced it with a logo.
Below is one of the recent examples taken from an AEON shopping Centre promotion campaign. The shopper would
need to scan the modified code to claim any of the offers.
Figure: Digital display in AEON Bandaraya Melaka showing promotion offers using
modified
QR code.
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QR CODE TECHNOLOGY
Textures
Experimenting with materials and the media is one of the common practices in design discipline. We can see
another example of the QR code being designed and manipulated to convey the owner’s identity using textures. In this
case the QR code is applied onto the textile material. QR code can also be applied to various forms of applications such as,
landscape, architecture and transit advertising platform and many other possible areas; QR code had been displayed
using tactile and visual texture in advertising and promotion. Figure [Link] exhibits a brand called Clothing Traceability
using QR code on its tag. Printed on fabric, this QR code directs the customer to the manufacturer’s website. No other
elements such as text and logo are used on the label to show how confidently the brand relies on QR code to
promote their product.
Figure [Link]. Clothing labels using QR Code to redirect shoppers to the supplier’s
website. (Clothing Traceability, 2012).
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QR CODE TECHNOLOGY
Three Dimension QR code
A studio from South Korea called Heavenly Design used shadow cast falling from organized cube to render a QR
code (Figure [Link]). A QR code was used and applied as a reflected shadow, and the team took the 30% error
advantage and auto correction. This campaign successfully helped e-Mart increase sales during lunch hour. Detailed
information about the company is provided when readers simply scan the QR code shown in figure 3.6.1, and they
can find out more about the project on Heavenly Design’s website.
Figure [Link] E-mart Sunny Sale Campaign - Shadow QR Code. (S. Kiheon, 2014).
QR code capability four: Readable in any Direction Animated Code
There are quite a number of QR codes used in analogue platform and some brands found it more suitable to deliver
their message using digital media. It displays the information on a TV commercial or company promo, which is
presented on LCD panel. It has moving images such as animation with the combination of sound and other special
effects. Figure [Link] shows an example of QR code used by HSBC bank on a digital display. There are a few
series of QR code animations played in this campaign. The code was a part of illustration showing clues and
questions they ask in the animation clip.
Figure [Link]. A campaign for HSBC to raise awareness for their new slogan among
bank employees in Japan using QR code in animation. (SET, 2014).
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QR CODE TECHNOLOGY
QR code capability five: Structure & Append Feature
This QR code feature several capabilities where users can dismember one QR code into several QR codes. The
information stored in these separate QR code was later reconstructed into a single data symbol. One QR code is
capable of dividing up to 16 new QR code to allow printing in narrow areas.
Figure 5.5.1. How a single QR code can be divided into four different codes.
There is no dismembered QR code found during the documentation process. There might be no tool or application
known among designers to separate the QR code even though this feature will help designer plan the layout
composition.
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QR CODE TECHNOLOGY
CONCLUSION
This study reveals some important information to the researcher. Here are the important points that the researcher
gained during the research.
Size
Relation between module size and physical size is very important. One should always try to minimize the number of
modules. By minimizing it, the size of the module will be larger, the physical size can be reduced while the percentage
of successful scanning will be high. This will offer more advantage when designing characteristics for the brand
and identity for each QR code for companies, products and services.
Colour
It is important to design QR code with contrast colour code. This is a good experimental research to explore in finding
colour code combinations that can also be applied when designing QR code for a brand and company. This
research also shows that applying gradient colour onto the QR code will put the QR code at risk.
Testing the code
Deleting some of the modules and replacing it with a logo or text has been a common practice among designer
when designing QR codes. Testing it with various scanning apps and devices should be done before releasing the
final design for production.
REFERENCES
Clothing Traceability (2012, February 8), QR Code Labels. Retrieved from [Link]
Com/experiments/qr-code-labels/
Denso Wave Incorporated. (2000 - 2010). QR [Link]. Retrieved from [Link]
qrcode/[Link]
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Korhan, J. (2011, February 7). How QR Codes Can Grow YourBusiness [Web log post]. Retrieved fromhttp://
[Link]/how-qr-codes-can-grow- yourbusiness/
QR stuff, (2011). What Size Should a Printed QR Code Be? Retrieved from [Link]
blog/2011/01/18/what-size-should-a-qr-code-be.
May bank (May 17, 2012) Go for Gold, Let’s Make History Together. The Star, p.7.
Mike. (2011, July). 16 Pretty and Creative Designer QR/ 3D Barcodes. Retrieved from [Link]
pretty-and-creative-designer-qr-3d-barcodes/
S. Kiheon (2014, April 29). Emart Sunny Sale Campaign - Shadow QR Code. Retrieved from [Link]
[Link]/site/heavenly designer/works/sunnysale
SET. (2011, March). Help Japan Now. Retrieved from [Link]
SET. (2014). HSBC Animated QR Code Campaign. Retrieved June 28, 2014 from [Link]
portfolio-item/hsbc-animated-qr-code-campaign/
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