Among the myriad of mediums and methods of displaying important information, QR codes might just be the universal language.
In my role, helping customers out with their packaging, branding tags and labels, it can leave us all scratching our heads trying to figure out what is the best way to tell our story. The story-telling challenge becomes even more complex when we want to communicate with overseas markets across varying tastes, cultures and languages.
A clever customer (of course all of my customers are clever) that I have been dealing with has decided to opt for a simple graphic of the product, a brand name in English and a QR code. This can then be scanned and translated into the chosen language. The thought process behind this is that a QR code is the same no matter where you are from. Now that’s clever.
Every time we change a print or brand message, enlarge the logo, change PMS colour code etc., we add unnecessary additional costs. The simple addition of a QR code has managed to consolidate a lot of these variables and provide for efficiency in production costs and making the “turning point” of information interpretation an online thing. It is clearly much easier to tweak and amend to the target market this way!
So what is a QR code?
A Quick Response Code consists of black squares (see above) arranged in a square grid on a white background, which can be read by an imaging device such as a camera. The image is processed and interpreted with links to information or websites/URL etc.
Most commonly, a smartphone is used as a QR code scanner, displaying the code and converting it to some useful form. The QR code could include nutritional information, recipes, photos, video story telling of provenance of the produce, the grower etc.
The value or conversion rate of the experience once the code is scanned needs to be well thought through as theoretically you are opening your shop door to any consumer anywhere on the globe. The opportunities are endless for your potential customer to research your product and be intrigued enough or converted to make the purchase.
Like everything related to technology it looks like there is already other technology on the way which may even replace the QR code but for now, in New Zealand at least, I think we will see a few billion more print jobs go out the door that have utilised the advantages of a QR code.
I’m off to research which Easter eggs have QR codes on them.