Things to Avoid When Using QR Codes for Marketing

When they were first conceived, QR codes were meant to be just a tool for logistics departments to track materials. As with most ideas with a good amount of utility, they spread beyond that field and found their way into marketing. Today, they are also used not only in that industry, but also to bridge traditional and digital marketing media.

You can find them on posters, product packaging, restaurant menus, business cards, event banners, receipts, and even television advertisements.

However, this doesn't mean that adding a QR code to your campaign guarantees success. In fact, you might think you're being edgy, creative, or tech-forward, but poorly implemented QR codes can harm a marketing campaign.

The idea behind adopting QR codes is to provide convenience and options. Thoughtlessly adding QR codes can impede a good user experience.

Think of it this way:

A QR code should make the customer journey easier, not add another obstacle to it.

In this article, we are going to discuss some of the mistakes you should avoid when trying to implement QR codes for marketing campaigns.

1. Don't Use a QR Code Without a Purpose

One of the simplest mistakes is adding a QR code because it seems like something modern marketing materials should have. Adding a QR code just for the sake of it is a terrible approach.

With nearly 60% of consumers now scanning QR codes daily to access instant offers and details, users expect a clear incentive when they pull out their phone

If you are implementing QR codes, then every code should serve a clear purpose.

For example, it might provide a discount, show product information, open a digital menu, collect registrations, or direct customers to additional content.

Without any obvious benefit, customers have little reason to scan it. So, when it comes to your marketing goals, always evaluate what the code provides to the customer.

2. Don't Just Say "Scan Here"

A good call to action (CTA) is necessary for QR codes. They tell the viewer what the QR code will do. Without a CTA, a customer may know how to scan a QR code but not why they should.

This is where many marketers make a simple error; they just say "Scan Here".

"Scan Here" gives an instruction without providing a reason.

Data shows that clear, value-driven CTAs can increase user conversions by up to 80% over generic 'Scan Me' prompts. 

Instead, use a proper CTA that explains what the customer will get.

For example:

• "Scan to get 15% off"

• "Scan to view today's menu"

• "Scan for product details"

• "Scan to register for the event"

• "Scan to see the full collection"

Useful calls to action like these set the right expectations before someone scans.

They can also make an unfamiliar QR code feel more trustworthy because customers know where the interaction is supposed to take them.

3. Don't Make the Code Too Small

QR codes can be bulky if you are trying to put them on a small screen or package. Naturally, one would think that reducing their size is the obvious choice, and they would be right, mostly.

The thing is that QR codes need to be large enough for smartphone cameras to recognize them reliably. So you can't make them too small; otherwise, the scan might fail.

This becomes complex when you consider where the QR code will be printed and how close or far people would need to be to scan it.

You can learn how to create the perfectly sized QR code from this guide by Blinq. It details a formula that lets you calculate, in pixels, the exact size a QR code needs to be to be easily scanned.

Long story short, don't shrink the QR code just to make room for another design element. If people cannot scan it comfortably, the space has not been used effectively.

4. Don't Sacrifice Scannability for Design

A nice thing about QR codes is that they can be customized to have designs that match your brand style. It is usually a good idea to adjust the colors, add your brand logo, and change the shape so the QR code looks like it belongs to your brand.

Here's where some marketers make mistakes. They overdesign the QR, so much so that it gets in the way of scanning. Cameras can have a hard time recognizing overly designed QR codes. That's a problem, as design should never come before functionality.

To fix that, you should always maintain a strong contrast between the code and its background. Additionally, avoid placing QR codes over busy images or using colors that are too similar.

You should also leave enough clear space around the code so it stands out.

5. Don't Send Customers to an Irrelevant Page

Another mistake related to QR codes is sending every scan to your website or brand's homepage.

Now, the homepage is a perfectly reasonable landing page in most cases. However, if you are running a campaign where scanning the QR code is supposed to help customers:

• Find a product

• Sign-up

• Get some kind of reward or incentive

Then, simply dropping them on the homepage can be jarring. It also means that they have to take extra steps to get what they were promised.

That's a bad user experience, and it will result in most people simply leaving the homepage.

The QR code should take the customer directly to the place they advertise, so no extra steps are required.

This creates a smoother experience and reduces the number of clicks between the advertisement and the customer's intended action.

6. Don't Forget That People Are Using Smartphones

Most QR scans happen on mobile devices today. Smartphones have built-in apps for scanning QR codes, and some just scan them through the camera app, so it is no wonder that they are the most popular vector for QR scans.

This means you must ensure that the QR code destination works properly on a small screen.

A QR campaign can lose its effectiveness immediately if the landing page is slow, difficult to navigate, or poorly formatted for mobile users.

In fact, Google data shows that as mobile page load time goes from 1 second to 3 seconds, the chance of a visitor bouncing increases by 32%."

Here's a checklist you can run through to ensure all pages are optimized for mobile devices. Basically, don't stop testing after confirming that the QR code itself works. Follow the entire journey and make sure the page customers reach is just as usable.

7. Don't Put QR Codes in Difficult Locations

Where you place a QR code can determine whether people actually use it.

A code on a stationary poster is generally easy to scan. A code on a moving vehicle is considerably less practical. Codes placed too high, behind reflective glass, in poor lighting, or in locations where customers cannot comfortably stand can also cause problems.

Consider the physical environment before choosing a location.

Customers should have enough time, space, and visibility to point their phone at the code. If scanning requires an awkward position or creates a safety issue, choose a better location.

8. Don't Make the QR Code the Only Way to Get Important Information

QR codes are convenient, but not everyone will want or be able to use them.

Some customers may not know how to scan a code, while others may simply prefer another way of accessing information.

For that reason, avoid making essential information available exclusively through a QR code unless there is a strong reason to do so.

For example, a restaurant can offer a digital menu via a QR code while still providing a physical menu. Solely relying on a QR menu would be unwise.

Bottom line, QR codes should improve accessibility and convenience rather than unintentionally create a barrier.

9. Don't Let Your QR Code Lead to Expired Content

A QR code can continue to exist long after the campaign it was created for has ended.

This is particularly problematic with printed materials. Someone might scan an old poster months later and find an expired discount, an event registration page that no longer works, or outdated information.

Check your QR destinations regularly, especially when codes are printed on materials that will remain visible for a long time.

If the campaign changes frequently, consider using a destination that can be updated rather than printing a completely new code every time.

A simple solution is to use dynamic QR codes. You can change where they lead without changing the QR code itself. This way, you can always have them point to your latest campaign instead of an expired page.

Don't Skip Testing the Final Version

Whenever you decide to use QR codes for marketing, you must test them extensively.

The first step is to scan the QR code on the computer on which it was created. You can do this with a QR scanner that can use screenshots as input. So, take a snap of the code and run it through the scanner to see if it works.

But that's only the first step. You must also test it in print. Printing can introduce problems that were not visible during the design process. For example, changes in size, resolution, contrast, paper quality, and lighting can all affect how easily a code can be scanned.

So, you must test the actual version customers will see. To do an extensive test, you must use different phones where possible and try scanning under realistic lighting conditions.

If you are producing thousands of brochures, posters, packages, or other materials, test a physical sample before committing to the full print run.

11. Don't Ignore Security and Trust

Customers are becoming more aware that QR codes can potentially direct them to deceptive or malicious websites.

Businesses should therefore make sure their QR destinations are legitimate and secure.

With security reports indicating that roughly 2% of scanned QR codes carry malicious intent or phishing links, consumers are naturally cautious.

The website should also make sense in relation to the brand and campaign where the code appears.

Avoid unnecessary redirects and make the destination clear through the surrounding marketing copy.

Trust matters because customers are being asked to point their personal device at something that could lead anywhere. Clear communication can make the interaction feel much safer and more professional.

12. Don't Put a QR Code on Everything

Just because a QR code can be added to a marketing material does not mean it should be.

QR codes can do a lot of different things. For example, a code on a product package might provide instructions. One on a receipt might collect feedback. A code on an event poster might handle registration.

But adding one to every advertisement, flyer, sign, and piece of packaging can make the strategy feel forced.

Before deciding whether a QR code is needed, ask yourself a simple question:

Does scanning this code provide something useful that would otherwise be harder to access?

If the answer is no, there may be no reason to include it.

13. Don't Ignore Analytics

QR codes can provide a useful connection between physical marketing and digital measurement.

Depending on the campaign, businesses can track things such as:

• Number of scans

• Website visits

• Conversions

• Campaign engagement

• Performance of different placements

This information can help determine whether a campaign is actually working.

For example, a business might use different QR codes on a storefront poster and a printed brochure. Comparing their results can show which placement generates more engagement.

Without measurement, it becomes difficult to know whether the QR code is contributing meaningful value.

'Scan Here' For Final Thoughts

QR codes can be an effective way to connect physical marketing with digital experiences. However, they are not automatically useful simply because they are easy to create.

The biggest mistake is treating the QR code as the campaign itself. It is really just a doorway between the customer's current experience and the next step.

Avoid making codes too small, hiding their purpose, placing them in awkward locations, sending customers to irrelevant pages, or letting them lead to expired content. Most importantly, test the entire experience rather than checking only whether the code technically scans.

When QR codes are used thoughtfully, they can turn posters, packaging, menus, receipts, and other physical materials into useful entry points for digital marketing. The technology is simple; making the experience genuinely useful is where the real marketing work happens.

Interested? Reach out to Aspiration Marketing to explore the digital possibilities.