Interactive Print - QR
The Print and Graphics Scholarship Foundation (PGSF) has released a new career poster to recruit young people into the graphics industry. The 17x22" poster was printed through a partnership with HP and GPA Specialty Substrate Solutions, and was produced on the floor during the recent GRAPH EXPO 15 print show on the HP Indigo 10000 digital press.
This week, Structural Graphics features a dimensional mailer with a QR code it created for client Ford Canada. Structural Graphics teamed up with its partner Information Packaging, to create a custom stage pop folder.
If you had a chance to read my last QR code rant, brace yourself—QR codes are not the culprit here. On further investigation, the problem turns out to be us (or our clients). An experience at a new Indian restaurant caused me to scan the QR code on their cups, which only led to their Website. BORING.
I am frequently asked by customers, “How can I use QR Codes in my marketing campaigns?” The real question is, “How can you more effectively use QR Codes in your marketing campaigns?” It is not enough to simply slap a 2D barcode onto something; you need to thoughtfully incorporate QR Codes into each touch point. Use one to link to online content, use it as a vehicle to interact with customers, or create experience around your brand.
An invisible QR code has been created by researchers in an attempt to increase security on printed documents and reduce the possibility of counterfeiting. The QR code is made of tiny nanoparticles that have been combined with blue and green fluorescence ink, which is invisible until illuminated with laser light.
Nicholas Cole, head of mobile and digital marketing at The Catholic Company, an online and catalog retailer of Catholic books and gifts, was planning to present a case study of a successful QR code campaign he ran using the retailer’s print catalogs at the 2012 Internet Retailer Mobile Marketing & Commerce Forum. But he decided on a different presentation when the QR campaign’s performance didn’t turn out so great.
He’s come to realize that the company’s core demographic—women between 35 and 55—behave quite differently from the group that has taken to QR code scanning with greatest enthusiasm—men aged 18 to 34.
Coca-Cola does it. KFC does it, too. There’s no reason why you and your clients shouldn’t benefit from the use of QR codes on cups, hats or other promotional items as well. Readability is a simple enough problem to solve.