QR Code Best Practices: Design Codes People Actually Scan

Design: keep it scannable

• Use strong contrast: a dark foreground on a light background. Aim for at least a 4:1 contrast ratio.
• Avoid inverted codes (light on dark). Many older scanners and some apps cannot read them.
• Keep a quiet zone of at least 4 modules on every side. Do not let text or graphics touch the code.
• Custom shapes such as dots and rounded corners are fine, but keep the three finder patterns clearly visible.
• If you add a logo, raise error correction to Q or H and keep the logo to about 20 percent of the code area.
• Never stretch the code. Scale it evenly, and export SVG for print.

Content: keep it short

Every extra character makes the code denser and harder to scan at small sizes. Use the shortest URL you can, point at a clean landing page path instead of a long parameter-heavy one, and drop tracking parameters you do not need. For contact cards, include only the fields people actually need.

Add UTM parameters if you want to measure results, for example ?utm_source=qr&utm_medium=poster&utm_campaign=autumn. They let you see QR traffic separately in your analytics tool without depending on a third-party redirect.

Tell people why to scan

A bare QR code gets far fewer scans than one with a clear call to action. Put a short, specific instruction right next to the code that says what people get: "Scan to see the menu", "Scan for 10% off", "Scan to join the Wi-Fi". If the code opens a website, showing the short URL as text also gives people a way in when they cannot scan.

Placement and size

The landing page matters as much as the code

• Everyone who scans is on a phone, so the destination page must be mobile-friendly and fast.
• Send people straight to the relevant content, not your home page.
• Avoid pages that force an app download or a login before showing anything.
• Use HTTPS. Phones and browsers may warn people about non-secure pages.

Test before you print

Scan the final artwork with at least two different phones (iOS and Android) and one third-party app, at the real size and distance. Test in the lighting where the code will be used. Check that the destination is correct and that it loads quickly on mobile data, not just office Wi-Fi.

Security and trust

Fraudsters sometimes stick fake QR codes over real ones on parking meters and posters to send people to phishing sites. Protect your codes with tamper-evident printing where it matters, check public placements regularly, and point to a recognisable domain so people can see where the link goes before they open it.

Static codes are also safer for your business over time. Because they do not depend on a third-party redirect, they cannot be broken or hijacked if a generator service shuts down or changes its terms.