Not long ago, scanning books or groceries using a rectangle barcode seemed quite novel. It was fast, convenient, and just a little fun. But as society’s pace accelerated, so did our need to read barcodes efficiently. In 1994, Japanese auto-makers adopted “Quick Read” QR codes (square matrix barcodes that could be scanned from any direction) that stored a hundred times more information than conventional barcodes.

QR codes have a unique look, encouraging customers to get involved by scanning the code and following the “digital scavenger hunt” you’ve created to lead them to a URL for your website, social media page, or to retrieve personalized communication from you (like texts or e-mails). QR codes are a fantastic advertising strategy as they allow users to engage with a brand in convenient, personalized ways. QR codes increase conversion rates while coaxing prospects further down the sales funnel effortlessly.

Use InDesign to Create and Modify Your Own QR Codes

Did you know you can use InDesign to create and modify your own QR code? InDesign treats QR codes as graphics, so you can scale and modify them like other artwork in your documents.

Follow these simple steps to add a QR code to your designs:

1. Click and drag the Rectangle Frame tool on the page to create an empty frame.
2. With this frame selected, choose Object/Generate QR Code.
3. Select what type of data to encode using the Type menu. The content area below this menu will allow you to choose a web URL, plain text, a text message or e-mail option, or even a business card. Enter your preference and continue the corresponding steps to enter appropriate data.
4. Click the Color tab and choose a color swatch. You can modify the color by changing the “Fill and Stroke” attributes or leave your QR code black and white.
5. Click OK for your code to be added to the selected frame.

Bridge the Gap Between Print & Digital

Nielson found about 56% of consumers rely on printed materials for sales information, specifically when seeking information on a purchasing decision. Print is seen as a concrete, reliable source, especially for prospects nearing a decision.

By including QR codes in print marketing, you increase the potential for landing a valuable client. Consider using QR codes for:

• Product packaging, invoice stuffers
• Printed menus, business cards, or rack cards
• Store promotions with discounts available at checkout
• Promotional games, puzzles, or scavenger hunts
• Stickers for merchandise, packaging, displays, or cards

Print is naturally viewed as informative and trustworthy, and QR codes are a perfect tool to bridge the gap between your print and online media!