QR Codes: What are they?
A QR code (short for “quick response”) is a visual array of black and white squares, typically used for storing URLs that can be reached by smartphones and other devices with a camera. They are most commonly used to share links to websites.
How do they work?
In short, a user is presented with a QR code, they scan the code with their smartphone, and the URL assigned to that QR code will appear in a pop-up, asking the user on their phone if they’d like to navigate to the URL presented. They’re a quick way to get people to take action or visit your website!
Who uses QR codes?
According to a 2022 survey published by Statista, in 2021 nearly 25% of adults in the United States used QR codes to make a payment, fill out a survey, or access the web. By the end of 2023, that number was 28%, and in 2025, that number is projected to be nearly 30%.
In a 2021 survey published by Statista, over half (54%) of survey respondents ages 18–29 said they’ve used QR codes, proving to be the most active QR code user group in the U.S. (these are our students!).
Why use a QR code?
It’s a faster, easier way for your audience to get more information. Instead of having to physically type in a URL, the QR code, when scanned, takes the user directly to the page you want them to visit, ensuring more web traffic and more results. It’s also more visually appealing than a string of text with the URL (e.g. www.carleton.edu/website/parent-page/child-page/#anchor/). They are also ways to convey large amounts of information on a small amount of real estate (like a postcard or digital signage).
Where to generate a QR code?
QR codes are free to create and many websites will do it for you. A commonly used source is QR Code Generator, though this can require a subscription depending on how customized you’d like your QR code to look. QR Code Monkey is a completely free tool to generate simple, static QR codes.
Where NOT to place QR codes?
Websites
If people are already on your website, they don’t need to scan something to take you to your website. You can and should use linked text to help people navigate throughout your website.
Emails
As with websites, people accessing email are already on the web, so linked text should be used. Additionally, many people read their email on their mobile device; therefore, they’d have no means to scan the code.
Social Media
Similar to email, most users access social media on their mobile devices, meaning they wouldn’t have a way to access their camera to scan a QR code. You can post the link to the webpage in your caption instead (unless you’re posting on the Instagram main feed, which does not allow clickable links in captions— instead, direct people to a link in your bio, or use the link sticker on Instagram stories).
Where should I place QR codes?
Print Materials
Print or tangible materials are the ideal place for QR codes. Physical event flyers pinned up around campus could have a QR code that takes people to the event calendar listing or the registration form. People might print their business card with a QR code to their personal website or email. QR codes are also great additions to postcards or mailers.
Here is an example of an Admissions postcard that used a QR code:
Digital Signage
Digital signage is one of the only digital locations QR codes should go. Digital signage is distributed across campus in key locations, essentially acting as billboards, so users can scan a QR code off of a digital sign that interests them.
IMPORTANT NOTE: If you display the same event flyer on your website, you should make a copy of the flyer and remove the QR code.
PowerPoint Presentations
PowerPoint presentations are another digital avenue suitable for QR codes that encourage people to interact with your presentation. Make sure your QR is large enough that those in the back of the room can scan it!
Best practices for using QR codes
- Don’t place QR codes where there is no access to wi-fi or data (people won’t be able to scan them to access the web!)
- Don’t place QR codes out of reach where the scanning distance is too far
- QR codes should be printed at a minimum size of 2 x 2 cm (0.8 x 0.8 in)
- Recommended QR code sizes based on scanning distance (according to QR Code Generator)
| Scanning Distance | QR Code Size Range | Location Examples |
|---|---|---|
| 1.5–2.5 ft. | 2.4–6.3 inches | Magazines, business cards, flyers, table tents, postcards, brochures |
| 4–12 ft. | 6.3–30 inches | Digital signage*, window signs, PowerPoints* (depending on room size), event posters |
| 12–25 ft. | 19–61.3 inches | Billboards, PowerPoint |
*Digital QR codes work best when sized at least 240 by 240 pixels (2.5 x 2.5 inches) with a minimum of 72 DPI (dots per inch) resolution.
- When creating an event flyer, you’ll likely need two versions — one for print with the QR code, and one without that gets shared on the web
- Make sure your landing page is suited for mobile devices, as that’s how visitors using QR codes will enter the site
- Avoid placing multiple codes on one deliverable
- Make sure to have a call-to-action so people know what they can expect by scanning the code
- Always test the code before sending it out to the public