QR codes in art, marketing and shopping Hidden messages from the internet

QR codes in art: new ways of storytelling

In art, QR codes offer a flexible way of telling a story. These small clues are well suited for hiding subversive messages that only reveal themselves to those willing to scan them. The QR_Stenciler is free software that allows to create QR code templates. Together with a spray can, the QR code becomes an urban secret language – with the QR Hobo Cards, the F.A.T. directly offers a small collection with QR hints that can warn of bad coffee or point out good vegetarian burgers.

In this context, the QR code is a well-chosen stylistic device: its eye-catching form and trendy nature attract enough attention to convey secret messages to a wide variety of people. At the same time, however, it is subversive enough to pass as insider knowledge – its content is only revealed to those who take the trouble to scan it. In combination with the free software QR_Stenciler, it has the potential to convey your own messages – a democratization of art that fits well with the concept of F.A.T.

QR codes in marketing: tap into curiosity, but do not neglect the message

Where something looks suspiciously like a “trend”, marketing is usually not far away. And so it is not surprising that the box-like structures are used in marketing. For example, Qkies are QR cookies for baking at home. The idea is certainly interesting for a promotional campaign, but it seems to me that the price of the ingredients is a bit high. It is also unclear to me in which language “Qkies” should become “cookies”, as the advertising video suggests.

Not so suitable as a gift: the giant QR code in Charlotte. Where does it lead? Of course, to the page I just linked to, where the scan-willing (Google Maps or airplane) pilot learns that he is currently seeing the world’s largest QR code. Which makes perfect sense.

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These two ideas are characteristic of the use of QR codes in advertising and marketing: arousing curiosity and amazement. However, both are increasingly losing their appeal – QR codes are becoming mere links that hardly need any further explanation. In addition, users seem to be becoming increasingly critical of QR codes: according to the eMarketer study, the total number of people willing to scan QR codes is increasing. However, their expectations often do not match those of marketers. Users are primarily looking for discounts and less for information. Meaningful marketing must, therefore, never neglect the added value for the audience – disappointed users are rarely good publicity.

QR shopping: purchase on scan

In everyday practice, QR codes are useful for saving users the hassle of typing – and thus removing a hurdle, because not every situation calls for typing out a text. A good example of this is PayPal QR shopping: With a special app (on iOS or Android), customers can use QR codes to pay with their PayPal account. In the interview, Holger Spielberg explains which technical requirements shops have for this. Security is very important in such a case.

PayPal’s QR codes only link to a reference to the PayPal app when read with a normal QR scanner – this is how PayPal ensures that no unwanted payments are made. PayPal’s QR Shopping is a good example of the ability of QR codes to bridge the boundaries between the online and offline world. Without QR codes, PayPal would hardly have a chance of being accepted as a means of payment for in-store purchases. At the same time, brick-and-mortar retailers benefit from PayPal’s high profile and acceptance. But the problems are also becoming clear: PayPal not only has to make the principle of QR code scanning understandable, but also still relies on its own software and hardware support – it is questionable whether the principle will catch on across the board.