Life in the 21st Century is unthinkable without scanning a QR Code. Chances are you must have scanned a QR Code hours before you read this. But what is this square you see slapped all around—from a birth certificate to a gravestone? Come with us as we uncover everything you ever needed about the QR Codes—in unprecedented detail.
What is a QR Code?
A QR Code, or Quick Response Code, is a type of barcode that can contain data such as website URLs, calendar events, PDFs, images, or anything you can host online. You can scan a QR Code with a mobile device camera to access the data.
In modern marketing and the digital era, businesses and individuals use QR Codes as a bridge to connect their offline and online worlds. Thanks to technology, modern QR Codes do much more than link to websites. It’s possible to use them as end-to-end marketing tools to improve customer experience, collect first-party data, and improve business outcomes.
A brief history of QR Codes
The QR Code was invented in 1994 by a Japanese engineer, Masahiro Hara, as an alternative to the stripped barcode. Their initial purpose was to track car parts in large-scale manufacturing units.
The early 2000s saw QR Codes infiltrating consumer goods. They began appearing on product packaging, advertisements, and even business cards. The gradual integration into everyday life increased public familiarity with these square barcodes (QR Codes are an updated version of the regular barcode you see in product packaging).
A major breakthrough for QR Codes happened in 2017 when Apple and Google incorporated QR Code scanning as a native feature in their mobile operating systems. This made it incredibly easy for people to use QR Codes, eliminating the need for dedicated scanning apps.
On the 50th anniversary of barcodes, GS1—a non-profit that standardizes barcodes for global industries—announced “Project Sunrise 2027.” It was an action plan for a global transition to QR Codes by 2027 from barcodes because of their inherent benefits for businesses and consumers.
Want to know the entire history behind this fascinating technology? Here’s the history of QR Codes—from 1994 to 2024—in under 10 minutes.
How does a QR Code work and store data?
A QR Code works by storing data in binary codes (the patterns or pixels you can see). Binary is a coding language that uses “0” and “1” (also called bits) as symbols to represent other characters in computers.
Combining these bits can represent any information—from a simple text message to a complex URL—or even lead to a website or a video. This explains why you can view any content from a QR Code.
When you scan a QR Code with your mobile device, this pattern is decoded back into binary code to reveal the information it contains. Then, it converts that binary code into the intended information, such as a website link, a contact, or text.
While QR Codes may appear to contain a random combination of patterns, each QR Code is unique and distinct. You can further customize it with different colors, frames, shapes, and logos using a QR Code generator.
There are two main types of QR Codes: dynamic and static:
- You cannot change static QR Codes once created and cannot track their data
- You can edit dynamic QR Codes as many times as possible and track their data to measure their performance
Learn: The differences between dynamic and static QR Codes
Elements of a QR Code
A QR Code is a clever technology that takes cues from its close brethren, the 1D barcode, while including some novel and unique elements.
Here’s a breakdown of every element in a QR Code and what role they play:
1. Position marker
Note three squares on the outer edge of a QR Code. These are like compass points on a map. When you scan a QR Code, your mobile device identifies these markers to orient the QR Code and let you scan from any angle. They are also called the eyes of a QR Code.
2. Alignment marker
It is the fourth square with a dot, but not on the outer edge of a QR Code, such as position markers. It acts as the camera’s focus point. It also acts as a buffer position marker and helps orient the QR Code image in case the larger ones are obscured or blurry.
3. Timing pattern
These dots or pixels run only between two position markers in the corner of a QR Code. These patterns help your camera determine how big the QR Code is and where each position marker is.
4. Quiet zone
You must have noticed a clear space around the outer edges of a QR Code. This is called the quiet zone—the most crucial part of the QR Code as it helps the scanner differentiate the QR Code from the surroundings.
5. Version information
There are over 40 different types of QR Codes. The version information is like the table of contents in a book—it helps the scanner understand how to interpret the entire code. It is located in two places near any two-position marker, depending on the QR Code’s orientation.
6. Format information
This is located on the edges of three position markers. The format information helps point out the error-correction level and mark pattern or how the data is arranged. Ultimately, this makes the QR Code easier to scan and interpret.
7. Data and error correction module
This is the central part of a QR Code where the data is stored. It consists of most data modules or the pixel-like dots in the QR Code. Error correction module is the extra dots that help scan a QR Code even if some data module is missing. You cannot identify the data and error correction modules because they are mixed with other elements.
What happens when you scan a QR Code?
When you scan a QR Code with your mobile device, a few key things happen behind the scenes to quickly decode the information stored in that pattern of black and white squares:
Are you having trouble scanning a QR Code with your native camera app? Check out our detailed guides on scanning QR Codes on Android and iOS.
Are QR Codes safe?
Yes, QR Codes are safe. However, as with any technology, threat actors can misuse them to cause harm, forcing the FBI to issue awareness warnings.
Due to their simplicity and accessibility, people have learned to scan and trust them unquestioningly without following safety practices. This has led to a rise in QR Code phishing scams such as these:
Quishing
This is phishing using a QR Code (hence the portmanteau,“quishing”). This is one of the ways a QR Code is being misused lately via email phishing scams.
Threat actors put QR Codes linked to malicious websites in emails pretending to be from legitimate sources and for critical reasons.
Sticker-swapping
QR Codes can be misused by superimposing a QR Code linked to a malicious site on a legitimate QR Code in physical locations such as parking lots, posters, etc.
You might fall into a scammer's trap if you fail to recognize the sketchy QR Code stuck to a legitimate one.
QRLJacking
Bad actors can create a fake version of a “log-in with QR Code” page (including a fake QR Code that can harvest data). They bank on this log-in method many organizations offer as an alternative to standard ways of logging in.
You may receive the fake page with a malicious QR Code via emails, messaging apps, and other means. Scanning the QR Code will log you into the attacker’s phony session, leading to access to your sensitive data and account hijacking.
Best practices to prevent QR Code scams
What are the advantages of a QR Code over a barcode?
QR Codes are two-dimensional barcodes that store data vertically and horizontally, whereas traditional barcodes only store data in horizontal lines (hence one-dimensional). Being 2D helps store more data and makes QR Codes scannable from any direction.
Because QR Codes were invented to address the limitations of traditional barcodes, they have several advantages over them, which are:
| Property | Barcodes | QR Codes |
|---|---|---|
| Data storage | They are 1D and can only store up to 20-15 characters | Can store 100x more data—up to 3,000 characters |
| Data type | Can store numeric and alphanumeric data only | It can store texts, URLs, contact information, and much more, such as Wi-Fi, phone numbers, and more |
| Customizability | Very limited customizability. You can only customize numbers, bar colors, and barcode format | You can custom-design almost everything from scratch to create a visually appealing Code that fits your brand image |
| Scannability | Requires special barcode scanners to decode the data | Any mobile device with a camera and a recent OS can scan them with its native camera app. It can also be scanned in all directions |
| Error-correction | Cannot be scanned if botched or damaged | It comes with native error capabilities correction of up to 30%; It can still be scanned with some degree of damage |
| Advanced features | Have minimal use cases due to limited data storage capabilities | It has many advanced features, such as:
|
Popular types of QR Codes
Here is a list tof the most popular types of QR Codes:
- Website QR Code: A Simple QR Code that redirects to your website or brand.
- Email QR Code: Allows you to scan and instantly
- App Download QR Code: Need an easy way to get users to download your app? QR Codes can help redirect to your app store to boost app downloads
- Location QR Code: Allows you to share your location Google Maps with a simple scan
- VCard QR Code: A QR Code that you can create to share your contact information with no typing or fuss!
- Restaurant Menu QR Code: Eliminate paper menus by placing QR Codes that redirect to your digital menu
- Coupon QR Code: A popular type of QR Code used to redirect to digital coupons
This is just the tip of the iceberg when it comes to QR applications! Check out 30+ QR Code types that you can use!
Busting QR Code myths
With QR Code all around you and skyrocketing since the COVID-19 pandemic, there’s a good chance you know a myth or two about it. It’s expected; popular things have to go through this 😌. But you deserve to know the truth. Here’s busting some QR Code myths:
| 🔮 QR Code myths | ✅ QR Code facts |
|---|---|
| QR Codes do not offer enough business capabilities | Modern QR Codes can take over several commercial use cases, such as viewing restaurant menus, landing pages, coupons, map locations, app download links, and more. Because they connect the offline and online worlds, there are no set rules governing their usage |
| Scanning a QR Code requires internet access | Scanning a QR Code does not inherently require the internet unless you scan a QR Code to access a URL. For example, scanning text, SMS, or Wi-Fi QR Codes does not require an active internet connection |
| QR Codes don’t look visually appealing | While standard black-and-white QR Codes may not fit every design, you can extensively customize QR Codes by changing the pattern, adding a logo, redesigning theborders, and using any color, among other things, to create a visually appealing QR Code that matches your marketing needs |
| You cannot change QR Code content once it is created | Static QR Codes (the old forms of QR Codes) are a reason for this myth. But you can edit dynamic QR Codes to change the content even if you’ve created and printed them |
| You need apps to scan QR Codes | As of 2024, OEMs (smartphone brands) have built QR Code scanning into the native camera apps. This means that most of us do not need to download an app. If you don’t have a QR-enabled mobile device, you can use QR scanner apps to bypass them |
Who can use a QR Code?
Anyone can use QR Codes to share information from physical or digital touchpoints. They work equally well offline, such as on billboards, and online, such as on websites. Here’s a list of who can use QR Codes:
Businesses: To connect with customers, share digital information, and gather first-party and zero-party complaint data.
Individuals: To share personal information such as contact details, websites, or Wi-Fi passwords.
Entrepreneurs and solopreneurs: To network and share digital business cards containing relevant personal information. They can also collect leads by redirecting to forms.
Goverments: FFor use cases ranging from QR Codes on ID cards to payments. NGOs can use them on awareness materials and donation pages.
Artists and musicians: To make talent and work more accessible from any touchpoint and boost online visibility on streaming platforms.
Benefits of using QR Codes for businesses
More than one out of every four Americans, or 95 million Americans, are expected to scan a QR Code on their mobile devices in 2024. This number is expected to surpass the 100 million mark in 2025. The benefit is in the data: people are scanning QR Codes, and there’s an opportunity to tap into this massive user base.
Uniqode’s data suggest a minimum of 70% overall growth in QR Code generation between 2023 and 2027. Of course, there are benefits (and money) associated with something that tens of thousands of businesses use. Here are some of them:
Works with existing infrastructure
One of the biggest reasons businesses turn to QR Code is that it doesn’t need significant investments or additional infrastructure. Creating QR Codes is easy on QR Code generators like Uniqode. For end-users they have QR Code scanners built into their mobile devices, which means scanning is as easy as firing the camera app.
Collects complaint first- and zero-party data
Collects complaint first- and zero-party data With the life-and-death situation of third-party cookies, Google and global businesses are doubling down on collecting first- and zero-party data. First-party is the data you collect directly from users when they engage with your business; zero-party is the one users hand over to you—both poised to power the next generation of marketing. There are many ways to collect it from online properties. But QR Code is one of the most effective ways to collect first-party data from offline and online touch points.
Increases conversion rate
A QR Code directly impacts the success of marketing campaigns by increasing the likelihood of conversion—the chance one will purchase after seeing an ad.
QR Codes dramatically reduce the interaction cost for an action that leads to conversion. For example, when someone scans a QR Code from your billboard ad, they are prompted to visit your website, which is optimized for conversion.
This approach is more effective than traditional methods that involve longer, more targeted sales pitches, which can often lead to a loss of attention and, ultimately, a missed opportunity for conversion.
Cost-effective
There is virtually no extra implementation cost when using a QR Code. Once created, it’s like any other graphic element in your design, such as your logo. Moreover, QR Codes can help save money by moving all printed material online. With a small upfront cost to generate it, one QR Code can redirect to multiple marketing materials with a single scan.
Dynamic QR Codes offer the added benefit of avoiding reprinting costs by allowing you to change the data stored in them after they are created.
Better customer experience
You can customize QR Codes with your brand elements to create visually appealing CTAs (calls-to-action) from any touchpoint. This benefits businesses because users trust scanning a customized QR Code rather than plain, black-and-white ones.
QR Codes make engaging with a brand more rewarding and memorable for your customers. For example, users can scan a QR Code from your product packaging to learn about its story, behind-the-scenes, and more content otherwise inaccessible from regular packaging.
Environmentally friendly
A very popular use-case of QR Code is using them to replace paper-based materials, such as menu cards, fliers, postcards, etc., In the process, QR Codes eliminate the unnecessary usage of paper, which helps offset carbon footprint.
You can track QR Code data
Scanning a QR Code does not require physical contact with the code or a public device, such as a barcode scanner. Anyone can scan a QR Code using their mobile device that supports QR Code scanning. This makes a QR Code one of the safest tools to exchange information without cross-contamination.
Your imagination is the only limit of QR Code application!
You can use QR Codes for any applications that suit your business needs. From vCard QR Codes to share contact data to Augmented Reality QR Codes for interactive AR marketing experiences, QR Codes fit any use case. Check out some of the wildest examples of QR Codes.
How to use a QR Code? Top 7 real-life QR Code applications and their impact
In an interview with the Wall Street Journal, Alfredo Colas, senior vice president of data, analytics, and digital go-to-market at P&G, said, “The best use cases (of QR Codes) are probably the ones we’re not yet thinking of.” So, we’re still scratching the surface regarding using QR Codes.
Nevertheless, here are the top seven ways to use a QR Code in different niches, with a real-life example for each and its impact.
1. Marketing
⏭️ QR Code usage BBQGuys, a US-based outdoor grilling equipment company, placed QR Codes on its programmatic direct mail pieces, which were automatically sent whenever someone visited its landing pages. ⚡ How it worked Direct mails traditionally don’t revert with structured data other than those with the org. Dynamic QR Codes fed back BBQGuys with first-party data accurate to each mailer with a QR Code. 💥 Impact 1925% engagement boost and 16% increase in MoM Average Order Value. 2. Hospitality
⏭️ QR Code usage Leading hospitality chain Mariott Aruba placed customized QR Codes on table stands around restaurants and different resort locations ⚡ How it worked QR Codes were used to redirect to digital menus, posters, gym schedules, resort maps, and much more to implement a touchless solution during Covid and drastically reduce paper usage 💥 Impact Over 80,000+ customers were reached, and $150,000 was saved in paper costs owing to 150,000+ QR Code Scans 3. Recruitment
⏭️ QR Code usage US government vendor, General Dynamics Electric Boat, used QR Code for recruitment to engage with candidates, calculate ROI, and manage recruitment-critical resources in one place ⚡ How it worked The organization gathered candidate zero-party and first-party data using QR Code-based recruitment forms. QR Codes also helped distribute job information and collect candidates’ documents in one place 💥 Impact Nearly 40,000 QR Codes scans, resulting in over 95% increase in candidate document uploads and 2,000+ forms submitted for internship positions 4. Accessibility
⏭️ QR Code usage Tactile Graphics, a kinesthetic learning company for the visually impaired, used QR Codes in its learning material for instant auditory feedback on every page ⚡ How it worked Visually impaired users can use a phone camera to scan a QR Code in a particular illustration and immediately find instant auditory feedback via a dedicated app 💥 Impact 90% increase in user engagement with a 65% surge in learning efficiency in over 150+ countries 5. PLU Stickers
⏭️ QR Code usage New Zealand-based Mr Apple, a global apple-growing and exporting company, found a simple way to connect with its customers by placing QR Code stickers on its apples ⚡ How it worked A PLU sticker from each apple takes customers to Mr Apple’s social media platforms and website for product information and engaging content.
Mr Apple also used multi-language QR Codes to serve content in the customer’s language, triggered by location and device.💥 Impact QR Code scans now drive over 50% of website traffic 6. E-commerce
⏭️ QR Code usage Flipkart, one of India’s largest commerce brands, used QR Codes in a newspaper print ad for its annual sales campaign. ⚡ How it worked Flipkart covered the front page of national dailies with oblivious QR Codes linking to huge discounts on its platform. Users had to scan to trace offers and unearth Easter Eggs that included a free iPhone 15! 💥 Impact Resulted in 2M+ scans and 536,000 unique customers 7. Product packaging
⏭️ QR Code usage Maesa, a US-based skincare brand, placed compliance QR Codes on foldable CBD product packages ⚡ How it worked Customers can scan the Code for CoA (Certificate of Analysis) and learn about the brand’s compliance standards while helping the brand comply with CoA disclosure local laws. 💥 Impact $10,000,000+ loss prevention and QR Code scans from 500+ cities
How is QR Code generated?
Generating QR Codes online is free and easy using an online QR Code generator like Uniqode. You can use it to create all sorts of QR Code types.
- Select a QR Code generator
- Choose the type of QR Code you want to create: Website URL, PDF, Location, Wi-fi, etc., and enter the relevant information
- Customize the QR Code to change the Logo, color, and design
- Generate, test, and download your QR Code in your preferred format.
Are you ready for QR Codes?
QR Codes are not just a passing trend. They are evolving into a tool for connecting the physical and digital worlds with customers. As long as there are mobile devices, QR Codes will continue to be indispensably useful.
Moreover, with the near-death experience of third-party cookies, global businesses and Google are vouching for QR Codes as a reliable tool to collect high-quality first-party and zero-party data to power the next generation of marketing.
QR Code FAQs
A QR Code can be used for multiple purposes, ranging from storing website URLs, websites, and YouTube videos to sharing WiFi, and phone numbers.
Since most mobile devices come equipped with QR Code scanning abilities, all you have to do is point your camera to the QR Code and scan! If you are facing any issues, check out our for a detailed guide on how you can scan QR Codes on Android and iPhones.
You can store up to 4296 characters or 7089 digits in a single QR Code. QR Codes look more complicated and complex as you add more data to them. You can see this for yourself when you generate QR Codes online.
Yes, QR Codes are absolutely free to create and can be used for personal and commercial uses. Uniqode’s generator offers free static QR Codes with unlimited scans that are free forever.
To avail more advanced features such as dynamic QR Codes and extensive customization, start your 14-day free trial!
No, QR Codes cannot be used to directly access your phone, but can be redirected to malicious sites. Always check the data stored in a QR Code while scanning and follow the QR Code best practices.
Explore other QR Code use cases
