You want to put a QR code on your business card, menu, brochure or shop window. Opening a code generator and pasting your address takes two minutes. But finding out after printing that the code does not scan, that the address cannot be changed or that nobody knows how many people scanned it is both expensive and annoying.
In this article we explain what a QR code is, how to create it, the difference between static and dynamic codes, the size and contrast rules to watch in print, how to track the code and security warnings. The aim is not just to produce the code but to produce it correctly: to set up from the start something that cannot be changed once printed.
What Is a QR Code?
A QR code (Quick Response) is a pattern that stores information as a two-dimensional square code. When a phone’s camera reads the code, the information inside, most often a web address, opens on the screen. The code can carry other data too: plain text, a phone number, an email, Wi-Fi details or a contact card.
For businesses the most common use is to link a printed surface to a digital address: opening the menu, a product page, a booking form, a map location, a review page or the digital version of the catalog. This way printed material becomes a door to unlimited content despite its limited space.
Static vs Dynamic QR Code
This is the most important decision when choosing a QR code.
Static QR code. The target address is written directly into the code. It can be produced free, does not depend on the generator’s service and the code works forever. But when the address changes you must produce the code again; if there is printed material, that means reprinting. The code itself also does not tell you how many people scanned it.
Dynamic QR code. The code connects to an intermediate address (a redirect address) and the intermediate address goes to the page you want. This lets you change the target page later while the printed code stays the same and monitor scan counts. In return, the service usually depends on a provider; if the service stops or the subscription ends, the code may stop working.
Short rule: dynamic for short-lived and changeable content (campaign, event, seasonal menu); static, or a redirect you set up on your own domain, for long-lived and fixed addresses (business card, on-product label). Setting up a redirect on your own domain is a good way to keep flexibility without depending on a provider.
How Is a QR Code Created?
Step by step:
1. Decide the goal. What will the code open? Give each code one clear purpose. Instead of redirecting to the home page, go to a page suited to where the code sits: the code on a menu to the menu page, the code in a catalog to the relevant product page.
2. Prepare the target page for phones. The person scanning the QR code is on a phone. The page should open fast on mobile and be readable.
3. Add a tag for tracking. If you add a UTM tag to the target address you can see how many visits came from which printed material. For detail, see our article on what UTM parameters are.
4. Generate the code. Enter the address in a QR code generator and choose a static or dynamic code. Downloading the generated code in vector format (SVG or PDF) keeps sharpness when you scale the size in print.
5. Test. Scan the code with at least two different phones and cameras, from the screen and from a printed copy. If there is a problem, fix it before printing.
Size, Contrast and Space Rules in Print
Whether the code can be scanned depends largely on print decisions.
Size. The code should grow as the reading distance grows. As a practical rule the code can be about one tenth of the reading distance; on a business card and menu read from close up a few centimeters are enough, on a window or poster it should be much larger. The exact size also depends on the amount of data in the code: a long address produces a denser pattern and should be printed larger. A short address gives a simpler code that is easier to read.
Contrast. A dark pattern on a light background reads most reliably. A light pattern on a dark background, an inverted code, can cause problems in some readers. Avoid low-contrast color combinations.
Quiet zone. An empty frame should be left around the code. Pushing the code to the edge or placing text next to it disrupts reading.
Error correction. QR codes are produced with error correction levels; a higher level lets the code be read even if part of the pattern is damaged. If you will place a logo in the middle, you need to choose a higher error correction level and then be sure to test.
Surface. Reading becomes harder on glossy, curved or reflective surfaces. Prefer a matte, flat surface.
For print and design detail, you can also look at the print checklist in our article on how to prepare a product catalog.
Where Can You Use a QR Code?
Menu and price list. In restaurants and cafes the code on the table opens the menu. To avoid having to reprint when you update the menu, prefer a dynamic code or a fixed menu page on your own address.
Business card. The code can open a contact card or the corporate page. On long-lived material such as a business card, make sure the address will not change.
Catalog and brochure. It provides a move from the printed page to the product’s digital page, a video or a quote form. To apply your corporate identity consistently, see our article on what corporate identity design includes.
Window and in-store. It is used to direct to the business profile to get reviews, make a booking or show a campaign.
Ads and posters. It leads to the campaign page; here a tracking tag is critical.
Product label and packaging. It connects to a user manual, warranty registration or product information page.
In every use, writing a short call to action next to the code (“Scan for the menu”, “Scan to get a quote”) raises the scan rate, because people want to know why they should scan.
Tracking a QR Code
There are two ways to know whether the code works. The first is the scan counts offered by a dynamic code service. The second is the visits seen in Google Analytics 4 through the UTM tag you add to the target address. The second lets you see that the code really brings visits and what the visitor does.
For this, give a separate tag to each printed material: one for the catalog, one for the window, one for the business card. Match the campaign name to the period too. That way you can answer the question “is the printed work paying off” with numbers. We explained how to set up tags and common mistakes in detail in the UTM article.
QR Code Security
The fact that QR codes cannot be read by eye also opens the door to malicious use. Watch three points.
Another code stuck over the code. Codes in public places can be changed by sticking a fake label on top. Check the surface from time to time and, if possible, place the code under a protective surface.
Codes of unknown origin. Before scanning a code found in a place you do not know, look at the address the phone shows. If a suspicious or unexpected address opens, do not continue.
Pages asking for personal information. If a page opened from a code asks for a password, card details or identity information, stop. As a business, the page opened by your own code should also be secure (https) and on your corporate domain; this gives visitors confidence and prevents the impression that it is fake.
What Should Be Written Next to the Code?
A QR code says nothing by itself. People want to know why they should scan it. Putting a short, concrete sentence next to the code noticeably affects the scan rate: “Scan to see the menu”, “Watch the product video”, “Scan to book an appointment”. Instead of a generic “Scan”, say what the code will open.
Also, since the code works only with a phone, you can think of a short alternative for someone without a phone or who cannot scan: a short web address or a phone number. That way the printed material keeps its function even if the code does not work.
Common Mistakes
- Printing the code without testing. Fixing after the printed product is out is expensive.
- Using a very long address. A long address produces a dense and complex pattern; a short address reads more easily.
- Printing the code too small. Size it according to reading distance.
- Choosing low-contrast colors. When using a brand color, make sure the pattern stays dark enough and the background light enough.
- Covering the quiet zone. Do not bring text or images close to the code.
- Redirecting to a desktop page. The person scanning the code is on a phone; the page must work smoothly on mobile.
- Redirecting to the home page. A target page suited to the context turns a scan into action.
- Not adding a tracking tag. You cannot know which printed material works.
- Using a dynamic code that depends on a temporary service. If the service or subscription ends, the code does not work; be careful on long-lived material.
QR Code Checklist
Check these items before sending to print:
- The code has one clear purpose.
- The target page opens fast on mobile and is readable.
- The target address starts with https and is on your corporate domain.
- A UTM tag was added for tracking and it is separate for each material.
- Static or dynamic was decided and the reason is known.
- The code was produced in vector format.
- Dark pattern, light background: contrast is enough.
- There is enough empty space around it.
- The size suits the reading distance.
- It was tested with at least two phones from the screen and from a printout.
- There is a short call to action next to it.
- If it is in a public place, the surface is protected and checked regularly.
What Does Soft Ajans Do in Printed Work?
In our catalog design service we prepare the page layout and print-ready file according to your brand and, if you wish, place QR codes inside and on the cover of the catalog. In corporate identity design we plan the place and size of the code on business cards and printed materials as part of the identity. We can also set up the page the code goes to and the measurement together.
The scope of items such as print cost and photo shooting changes with the project; for detail you can ask for a free preliminary analysis.
Frequently Asked Questions
How is a QR code created?
Decide the target address, enter the address in a QR code generator, decide whether it is static or dynamic, download the code in vector format and test it with different phones before printing.
What is the difference between a static and a dynamic QR code?
In a static code the address is written inside the code and cannot be changed later. A dynamic code connects to an intermediate address; it lets you change the target later and monitor the scan count, but it usually depends on a service.
Does a QR code expire?
A static code does not expire; it opens as long as the address works. A dynamic code depends on the term of the service it is tied to; if the service or subscription ends, the code may stop working.
What is the minimum size to print a QR code?
There is no single exact size; the reading distance and the length of the address decide. On a business card and menu read from close up a few centimeters may be enough, on a poster or window read from afar it must be much larger. Test before printing in every case.
Can a logo be added to a QR code?
Yes, a small logo can be placed in the middle if the code is produced with a high error correction level. The risk of misreading rises as the logo grows; so be sure to test.
How do I see how many people scanned the QR code?
You can see it through the scan statistics of a dynamic code service or through Google Analytics 4 with the UTM tag you add to the target address.
