7 ms·

I think this boils down to the basic rule: don't disrespect your audience. I keep going to meetings where people suggest using QR codes to advertise a product.

by asolove 14y ago

I think this boils down to the basic rule: don't disrespect your audience. I keep going to meetings where people suggest using QR codes to advertise a product. And I ask the obvious question: when have you ever scanned a QR code and learned about/bought something? No one can ever answer. But there's a vague sense that somewhere, out there, "those people" are using QR codes. What's funny is no one seems to know who this is. Among the hip, young, techy people at a startup, it is assumed QR codes are for technically-illiterate old people who don't know what a URL is. Among well-dressed, professional adults, it is assumed they are for all the young, hip people with their smartphone addictions. I assume someone uses QR codes, but I don't know who, and I don't see why they are popping up in so many places.

ImprovedSilence 14y ago
I think QR codes have a place. But I don't think advertisers know where that place is yet. QR codes on products I may buy -> bad, terrible, everything this comic describes. But if it happens to be an event (free concert in the park, grand opening of awesome new store, whatever) and it's on a poster somewhere about town, I like this, cuz maybe I'll be like, "hmm, blues fest sounds like fun, lemme just scan this in, and I'll have all the deets for it on my phone. If it's a QR code on my bottled water, well that's just a waste of space.
- evilduck 14y ago
  Disclaimer: This is tangential to the scope of what the comic was complaining about. Bottled water may be a waste because water is pretty indistinguishable from its competitors outside of visual design of the product container, but not everything is so generic. I bought a bag of granola the other day that had a QR code on the back that I thought worked well. As I idly sat at my breakfast table last week, I was reading the back of the bag and thought "this stuff is pretty damn good, I wonder what their QR code does?" I scanned it and was sent to their site where they displayed their entire product line, leading me to discover a different variety of their product I wanted to try (and have since purchased). Since I was groggy and not feeling very interactive at 6am, the bag of granola probably couldn't have convinced me to type in a URL into my phone no matter how tasty their product was, so I'd say their QR code worked (typing URLs is comparatively a lot of work compared to two taps of my phone to scan QRs) As a product discovery mechanism I think they're probably ok, especially for existing customers that may like your brand but may not know everything about you. I don't think they'd be great on billboards or television ads, but as part of a product label design, I think it's a great way to provide more information to the consumer than would otherwise fit in that space.
anigbrowl 14y ago
I find them quite convenient, and prefer using my smartphone to photograph a QR code than trying to tap out some arbitrary URL.
- deltazero 14y ago
  I don't think I'm stopping in the middle of the street just to scan a QR code...
brk 14y ago
when have you ever scanned a QR code and learned about/bought something? Shopping for dishwashers in-store, even after doing lots of online research. The in-store display tags have very minimal info. Best Buy has/had a QRCode on each product that took you to a webpage for that item with a lot more info, reviews, etc. It was one of the main reasons I actually bought a dishwasher AT Best Buy instead of elsewhere.
- jetti 14y ago
  That is a good use for them. Recently I saw one on a company's van which just baffled my mind. I don't know if they wanted somebody to come up while the van was parked and scan the QR code but it was just stupid and goes in line with what the article is saying.
  - natesm 14y ago
    My favorite New York subway ad (besides Zizmor) is something like "Have bedbugs?" and it offers you some "bedbugs apps" if you scan it, which is great because: 1. I've recently been looking for a good way to let a crowded train know that I probably have bedbugs on my clothing. 2. Internet access is really good underground.
    - corin_ 14y ago
      I'm afraid I can top you in "worst use of QR on underground travel" (this one in London): https://p.twimg.com/AneZAsiCAAATy1Q.jpg:large https://p.twimg.com/AneZAsiCAAATy1Q.jpg:large
      - dspillett 14y ago
        They never learn... Some time ago (early/mid 90s I think) there was a particular problem with pickpockets in the Kings Cross area so an awareness campaign was started with similar posters. The problem got worse. Why? Often people walking past the posters would, consciously or otherwise, check the pockets their wallet or other valuables were in - this helped improve an observant pick-pocket's hit rate.
dabent 14y ago
> When have you ever scanned a QR code and learned about/bought something? Saturday I used a QR code when I was in a store, trying to get more details on a grill I was thinking of buying. I guess it worked, because I got more information and got the grill. I laughed when QR codes came out, but can think of more than just that instance when I started using them. QR codes are ugly, but their success relies on them being a path to information that has real value to the target audience.
- troymc 14y ago
  I agree that's a nice use case (to get details about a grill in a store), but it's not an example of advertising. Even for that use case, QR codes seem like an interim solution, while we wait for better recognition apps (photo [of object or tag] -> recognition software -> search -> detailed info about object). An example of this is the Google Goggles app (which is not to be confused with Google Glass): https://en.wikipedia.org/wiki/Google_Goggles https://en.wikipedia.org/wiki/Google_Goggles
  - dabent 14y ago
    That's a good point. There's not much real use for a QR code being on a billboard/or vehicle. Also, I think QR codes will have their day, then be replaced by superior technology.
- Revisor 14y ago
  What's the store's purpose then if you have to go online while being physically present to get more product info? Was there no knowledgeable staff? No product flyers/labels?
  - dabent 14y ago
    > What's the store's purpose? It's really just a warehouse where I could pick up my merchandise. > Was there no knowledgeable staff? No, and That's certainly not the trend these days. I did ask an associate if I could just take the assembled grill to the cash register (and I could). Your comment made me think about the real purpose of brick-and-mortar stores in the age of Amazon. In this case, the big-box retailer served as merely a display room for me to physically inspect the product and a place for me to take immediate delivery of the product. All the information gathering can be done by me, using the information on the box, or through my mobile device (with the QR code being the relevant portion of this discussion). > No product flyers/labels? If used properly, a QR code (or whatever vector allows me to find information online) can provide much more information than labels or flyers.
allardschip 14y ago
Every time I am in a meeting about QR codes I share this: http://wtfqrcodes.com/ http://wtfqrcodes.com/ We all have a good laugh and then somehow, no one wants to suggest QR codes anymore.
cema 14y ago
Well, just a few days ago I was trying the new system in our apartment complex where we can use a credit card to add value to the smart card that is used in the local washer and drier systems. I had to type in the url to get it going. Well, I used the smartphone keyboard and got it in with a minimal number of typos which I quickly corrected, but you know what? If they had a QR code that I could scan, it would be just a couple of taps and a couple of seconds and much, much more convenient.
gala8y 14y ago
I assume someone uses QR codes, but I don't know who, and I don't see why they are popping up in so many places. They live in Japan. QRs are very old news there. I couldn't really tell more (I've never been to Japan) but this must be it. Anyone with ground level expertise?
- nikatwork 14y ago
  I can confirm this, they are everywhere and people seem to like them. Eg, I was handed a flyer for a random nightclub with a QR code on it for cheap entry. You just scanned the QR code then showed your mobile at the door for a discount. This was 5 years ago too (Tokyo, Shinjuku/Shibuya).
  - dan1234 14y ago
    How is that better than just showing the flyer at the door to get the discount?
    - JonWood 14y ago
      They can track response rates for particular flyers by pointing them at different URLs. Measurable A/B testing for physical advertising.
      - Revisor 14y ago
        They can print A/B versions of flyers and collect them upon entry. No QR needed for this kind of measuring. :)
    - nikatwork 14y ago
      because you're likely to lose the flyer, and it's a PITA to carry it around. You're always gonna keep your mobile though.
jaaron 14y ago
Westside Rentals uses them on their displays in LA and I've often used the QR code to check out the details of the listing when walking by in Santa Monica.
camtarn 14y ago
Poster in my train station: "Our timetables are being updated. Scan these QR codes to download them to your phone." Below that were eight pictures of timetables, showing their color-coded covers so you could identify them from the paper timetable you might already have, with a QR code on each one. Below those were instructions on how to download a QR code reader if you didn't have one already. QR codes for info are awesome.
duaneb 14y ago
I actually use QR codes a lot... but never in marketing situations (my office has them for internal links around the building).
gaius 14y ago
It depends on your target demographic: http://www.digitaljournal.com/article/310173 http://www.digitaljournal.com/article/310173
jps359 14y ago
Well, I don't think QR codes are inherently offensive, and if some people use them, why not? I would only say that it's a bad idea if the only point of ref on it is a QR code, but if a typed out website name is included, what could it hurt? I'm also solely talking about QR codes in advertising.
beej71 14y ago
I scanned one once, but it was to learn more about a museum exhibit. :) My personal favorite was when I found one on a banana sticker. I didn't try it, though.

by asolove 14y ago

ImprovedSilence 14y ago

I think QR codes have a place. But I don't think advertisers know where that place is yet. QR codes on products I may buy -> bad, terrible, everything this comic describes. But if it happens to be an event (free concert in the park, grand opening of awesome new store, whatever) and it's on a poster somewhere about town, I like this, cuz maybe I'll be like, "hmm, blues fest sounds like fun, lemme just scan this in, and I'll have all the deets for it on my phone. If it's a QR code on my bottled water, well that's just a waste of space.

evilduck 14y ago
Disclaimer: This is tangential to the scope of what the comic was complaining about. Bottled water may be a waste because water is pretty indistinguishable from its competitors outside of visual design of the product container, but not everything is so generic. I bought a bag of granola the other day that had a QR code on the back that I thought worked well. As I idly sat at my breakfast table last week, I was reading the back of the bag and thought "this stuff is pretty damn good, I wonder what their QR code does?" I scanned it and was sent to their site where they displayed their entire product line, leading me to discover a different variety of their product I wanted to try (and have since purchased). Since I was groggy and not feeling very interactive at 6am, the bag of granola probably couldn't have convinced me to type in a URL into my phone no matter how tasty their product was, so I'd say their QR code worked (typing URLs is comparatively a lot of work compared to two taps of my phone to scan QRs) As a product discovery mechanism I think they're probably ok, especially for existing customers that may like your brand but may not know everything about you. I don't think they'd be great on billboards or television ads, but as part of a product label design, I think it's a great way to provide more information to the consumer than would otherwise fit in that space.

anigbrowl 14y ago

I find them quite convenient, and prefer using my smartphone to photograph a QR code than trying to tap out some arbitrary URL.

deltazero 14y ago
I don't think I'm stopping in the middle of the street just to scan a QR code...

brk 14y ago

when have you ever scanned a QR code and learned about/bought something? Shopping for dishwashers in-store, even after doing lots of online research. The in-store display tags have very minimal info. Best Buy has/had a QRCode on each product that took you to a webpage for that item with a lot more info, reviews, etc. It was one of the main reasons I actually bought a dishwasher AT Best Buy instead of elsewhere.

jetti 14y ago
That is a good use for them. Recently I saw one on a company's van which just baffled my mind. I don't know if they wanted somebody to come up while the van was parked and scan the QR code but it was just stupid and goes in line with what the article is saying.
- natesm 14y ago
  My favorite New York subway ad (besides Zizmor) is something like "Have bedbugs?" and it offers you some "bedbugs apps" if you scan it, which is great because: 1. I've recently been looking for a good way to let a crowded train know that I probably have bedbugs on my clothing. 2. Internet access is really good underground.
  - corin_ 14y ago
    I'm afraid I can top you in "worst use of QR on underground travel" (this one in London): https://p.twimg.com/AneZAsiCAAATy1Q.jpg:large https://p.twimg.com/AneZAsiCAAATy1Q.jpg:large
    - dspillett 14y ago
      They never learn... Some time ago (early/mid 90s I think) there was a particular problem with pickpockets in the Kings Cross area so an awareness campaign was started with similar posters. The problem got worse. Why? Often people walking past the posters would, consciously or otherwise, check the pockets their wallet or other valuables were in - this helped improve an observant pick-pocket's hit rate.

dabent 14y ago

> When have you ever scanned a QR code and learned about/bought something? Saturday I used a QR code when I was in a store, trying to get more details on a grill I was thinking of buying. I guess it worked, because I got more information and got the grill. I laughed when QR codes came out, but can think of more than just that instance when I started using them. QR codes are ugly, but their success relies on them being a path to information that has real value to the target audience.

troymc 14y ago
I agree that's a nice use case (to get details about a grill in a store), but it's not an example of advertising. Even for that use case, QR codes seem like an interim solution, while we wait for better recognition apps (photo [of object or tag] -> recognition software -> search -> detailed info about object). An example of this is the Google Goggles app (which is not to be confused with Google Glass): https://en.wikipedia.org/wiki/Google_Goggles https://en.wikipedia.org/wiki/Google_Goggles
- dabent 14y ago
  That's a good point. There's not much real use for a QR code being on a billboard/or vehicle. Also, I think QR codes will have their day, then be replaced by superior technology.
Revisor 14y ago
What's the store's purpose then if you have to go online while being physically present to get more product info? Was there no knowledgeable staff? No product flyers/labels?
- dabent 14y ago
  > What's the store's purpose? It's really just a warehouse where I could pick up my merchandise. > Was there no knowledgeable staff? No, and That's certainly not the trend these days. I did ask an associate if I could just take the assembled grill to the cash register (and I could). Your comment made me think about the real purpose of brick-and-mortar stores in the age of Amazon. In this case, the big-box retailer served as merely a display room for me to physically inspect the product and a place for me to take immediate delivery of the product. All the information gathering can be done by me, using the information on the box, or through my mobile device (with the QR code being the relevant portion of this discussion). > No product flyers/labels? If used properly, a QR code (or whatever vector allows me to find information online) can provide much more information than labels or flyers.

allardschip 14y ago

Every time I am in a meeting about QR codes I share this: http://wtfqrcodes.com/ http://wtfqrcodes.com/ We all have a good laugh and then somehow, no one wants to suggest QR codes anymore.

cema 14y ago

Well, just a few days ago I was trying the new system in our apartment complex where we can use a credit card to add value to the smart card that is used in the local washer and drier systems. I had to type in the url to get it going. Well, I used the smartphone keyboard and got it in with a minimal number of typos which I quickly corrected, but you know what? If they had a QR code that I could scan, it would be just a couple of taps and a couple of seconds and much, much more convenient.

gala8y 14y ago

I assume someone uses QR codes, but I don't know who, and I don't see why they are popping up in so many places. They live in Japan. QRs are very old news there. I couldn't really tell more (I've never been to Japan) but this must be it. Anyone with ground level expertise?

nikatwork 14y ago
I can confirm this, they are everywhere and people seem to like them. Eg, I was handed a flyer for a random nightclub with a QR code on it for cheap entry. You just scanned the QR code then showed your mobile at the door for a discount. This was 5 years ago too (Tokyo, Shinjuku/Shibuya).
- dan1234 14y ago
  How is that better than just showing the flyer at the door to get the discount?
  - JonWood 14y ago
    They can track response rates for particular flyers by pointing them at different URLs. Measurable A/B testing for physical advertising.
    - Revisor 14y ago
      They can print A/B versions of flyers and collect them upon entry. No QR needed for this kind of measuring. :)
  - nikatwork 14y ago
    because you're likely to lose the flyer, and it's a PITA to carry it around. You're always gonna keep your mobile though.

jaaron 14y ago

Westside Rentals uses them on their displays in LA and I've often used the QR code to check out the details of the listing when walking by in Santa Monica.

camtarn 14y ago

Poster in my train station: "Our timetables are being updated. Scan these QR codes to download them to your phone." Below that were eight pictures of timetables, showing their color-coded covers so you could identify them from the paper timetable you might already have, with a QR code on each one. Below those were instructions on how to download a QR code reader if you didn't have one already. QR codes for info are awesome.

duaneb 14y ago

I actually use QR codes a lot... but never in marketing situations (my office has them for internal links around the building).

gaius 14y ago

It depends on your target demographic: http://www.digitaljournal.com/article/310173 http://www.digitaljournal.com/article/310173

jps359 14y ago

Well, I don't think QR codes are inherently offensive, and if some people use them, why not? I would only say that it's a bad idea if the only point of ref on it is a QR code, but if a typed out website name is included, what could it hurt? I'm also solely talking about QR codes in advertising.

beej71 14y ago

I scanned one once, but it was to learn more about a museum exhibit. :) My personal favorite was when I found one on a banana sticker. I didn't try it, though.