Function Over Form: The Beauty of An Ugly QR Code
Have you ever noticed that QR codes aren’t exactly what you’d call beautiful? They’re black-and-white pixel patterns that look like they belong on the wall of a retro arcade. And yet, they’ve become one of the most effective tools for bridging the gap between the physical and digital worlds. But here’s the thing: when it comes to whether someone will scan a QR code, its appearance is surprisingly irrelevant.
It is human nature to act on incentives. People scan QR codes when they perceive clear value or relevance in doing so.
The offer outweighs the aesthetics every single time.
It’s Not the Code; It’s the Reason
The decision to scan a QR code isn’t driven by how stylish or sleek it looks. People don’t scan QR codes because they’re pretty—they scan them because they want what’s behind them. That “what’s behind” is the offer, the information, or the experience being promised.
Imagine two QR codes on a flyer. One is a basic black-and-white square, while the other is a colorful design with your logo cleverly integrated. If the plain code promises a free cup of coffee and the fancy code links to a generic “learn more” page, which one do you think gets scanned more? That’s right—the free coffee wins every time.
Offers Move the Needle – NOT the Code Itself
Think about your own experiences. If a QR code on a restaurant table promises “Get 10% off your meal instantly,” you’re likely to grab your phone and scan it without a second thought. But if another QR code on the same table says, “Visit our website,” you might ignore it—even if it’s beautifully designed.
Why? Because the first offer is clear, specific, and beneficial to you. The second offer? It feels vague and unimportant.
This is a lesson for anyone using QR codes in their marketing. The power lies not in how your QR code looks but in what it delivers. A strong, irresistible call-to-action is far more important than spending time and money making the QR code itself visually appealing.
A Case Study in Utility
Retail world example: you’ve probably seen QR codes on product packaging, offering things like recipes, tutorials, or special discounts. Consumers are far more likely to scan a plain QR code that says, “Unlock a 20% discount now” than a colorful, on-brand QR code with a vague promise like, “Discover more about this product.”
Marketers who focus on crafting compelling reasons to scan—like discounts, freebies, or exclusive access—are the ones seeing real results. And those who obsess over the design of the QR code itself? They’re missing the point.
Why Basic QR Codes Work Just Fine
Some might argue that branding your QR code adds professionalism or makes it stand out. While there’s truth to that, the added benefit is minimal if your core offer doesn’t resonate. Think about it: even the plainest QR codes perform well in environments like restaurants, retail stores, or events because they’re offering something people want.
The beauty of QR codes is their universality. They’re recognizable and functional. Over-designing them can sometimes even create confusion. Will people recognize that your colorful, logo-infused square is a QR code? Will it scan as easily?
When in doubt, keep it simple. Let the offer do the heavy lifting.
How to Get More Scans—No Design Degree Required
If you want people to scan your QR codes, focus on these key elements:
1. Make the Offer Irresistible
Specificity wins every time: “Claim your free guide,” “Enter to win a $50 gift card,” or “Unlock 15% off instantly” are all powerful motivators.
2. Place It Strategically
The code needs to be somewhere convenient. If it’s on a table, a flyer, or a product package, it should be easy to spot and scan.
3. Use a Strong Call-to-Action
Don’t rely on the QR code to speak for itself. Add text that tells people what to do and what they’ll gain. “Scan this code to get started” is clear and actionable.
4. Functionality Wins, regardless of the “Branding”
Even if you want to jazz up your QR code with colors or branding, make sure it still scans easily. Functionality is non-negotiable.
The Bottom Line
QR codes are tools, not works of art. People aren’t scanning them to admire their design; they’re scanning them because they see value in what’s on the other side. Instead of pouring time and energy into making your QR code look fancy, channel those efforts into crafting a compelling offer and placing the code where it will get noticed.
by Tim Burt