QR codes. Again. Really??

I hated QR codes. In fact I loathed them. At every company I worked at as a digital marketer I was asked by directors, partners and CEOs:

My answer: 🤦🏻‍♂️

For me, it was simple – QR codes were NOT simple.

In order to scan them you needed to use a special QR code reading app that was typically really quite, well, shit.

Also, designers failed miserably trying to integrate these black and white geometric blobs into print items. It was awful.

But is this all about to change?

iOS 11 has a QR scanner built directly into the camera. The friction has disappeared.

No more downloading of dodgy apps. Simply open your camera, point it at the code – and there you have it. A link that will open in Safari.

I always said that only until a QR reader is built into the native app would I consider using them in campaigns any meaningful way.

Also Snapchat kickstarted a renaissance for scanning codes to get to sites and to connect with friends. Kids are just using them all the time now.

Are we FINALLY about to enter the age of the QR Codes?

Or is it so tainted by its unceremonious history that, even with a scanner fully baked into iPhone cameras, QR codes will stay in the digital history book as a “what were we thinking” moment?

I have a feeling the come back story is going to happen – as long as designers don’t ruin their designs win them – and there is a proper strategy that unlocks value for consumers.

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