Decoding QR Codes
For years, grocery stores, book stores and other retailers have been scanning bar codes or UPC symbols to ring up your purchases. And, over the years clerks have developed a variety of entertaining methods for getting their scanners to read the black and white bars. Smoothing out wrinkled packaging, shaking handheld scanners, and performing other jiggles and juggles should ultimately help a computer find the name and price of the item. Whew! That’s a lot of work.
Back in 1994, the Japanese auto industry decided there should be a better way, so a subsidiary of Toyota developed Quick Response (QR) codes for faster decoding of more detailed information. Instead of a string of up to 20 digits like traditional bar codes, a single QR code can contain 7,089 characters of text, data, URLs and more.
Better technology leads to expanded applications
The rest of the world was relatively slow to adopt QR codes. Following Japan’s lead, QR codes initially helped track parts during vehicle manufacturing. But with the addition of cameras to mobile phones, more and more people have their own portable QR code scanners. Retailers, marketers and others started seeing opportunities to creatively engage consumers with QR codes.
Apps turn cameras into QR code scanners
Reading a QR code does take more than a camera. You also need an application that knows how to interpret the picture your camera takes. Most Android and Blackberry phones come with a native QR code reader (meaning you don’t have to buy or download an app), or you can shop app stores for others that may have additional features. iPhone users can choose from about 50 free or not-so-free apps that read QR codes. RedLaser is a free iPhone app that has received high ratings for its ability to quickly focus in on and read QR codes as well as traditional bar codes.
QR codes open a world of possibilities
QR codes have become a new kind of call to action for consumers. Instead going to a web page for more information, taking a brochure, reading a label, adding info to the address book or putting an appointment in the calendar you can simply scan a QR code and see what happens.
Most QR codes take you somewhere in the World Wide Web—either a specially created splash page with more information or an existing URL. But, scanning QR codes also can dial phone numbers, compare product prices, place orders, download an MP3, launch your e-mail client and more.
Where can you find QR codes? Just about anywhere. They’re showing up on T-shirts, invoices, billboards, TV commercials and more. Macy’s department stores launched a Backstage Pass campaign in 2011 that integrates QR codes into their star-shaped logo. Scanning codes takes shoppers to videos of celebrities and fashion experts who impart tips, trends, advice and inspiration. Best Buy was early to add QR codes to its product display tags. Shoppers scan codes to get more detailed information and reviews on products or e-mail product details to a friend.
Anyone can make a QR code
QR codes look so technical and complicated that you’ll be amazed to discover that anyone can create one. Several web sites let you turn a URL into a QR code for free—just use your Web browser to search “make a QR code.” Use the resulting image file (usually a .png or .eps) however you like: print it on business cards, add it to a brochure, use it in your e-mail signature, post it as your Facebook profile photo, and more. Some conversion tools will encode maps, text, phone numbers, RSS feeds and shortened URLs. Check out Google URL Shortener, Delivr.com and others.
Is opening a QR code like opening Pandora’s box?
Much like spam e-mails or unfamiliar URLs on your computer, an untrustworthy QR code could corrupt your mobile phone or help hackers steal personal information. To prevent malicious activity, choose a QR code reader that previews where the code is going to take you or what action it will perform. Only scan QR codes from people or places you trust, and back up data on your phone to further protect yourself.