A QR Code is a matrix barcode (or two-dimensional code), readable by QR scanners, mobile phones with a camera, and smartphones. The code consists of black modules arranged in a square pattern on white background. The information encoded can be text, URL or other data.Common in Japan, where it was created by Toyota subsidiary Denso-Wave in 1994, the QR code is one of the most popular types of two-dimensional barcodes. QR is the abbreviation for Quick Response, as the creator intended the code to allow its contents to be decoded at high speed.
Although initially used for tracking parts in vehicle manufacturing, QR Codes are now used in a much broader context, including both commercial tracking applications and convenience-oriented applications aimed at mobile phone users (known as mobile tagging). QR Codes can be used to display text to the user, to add a vCard contact to the user's device, to open a URI or to compose a text message or email. Users can also generate and print their own QR Code for others to scan and use by visiting one of several free QR Code generating sites. Frank C. Hudetz, a US Marketing Services Professional, claims to have invented the idea of mapping bar codes to a URL.
QR Codes storing addresses and URLs may appear in magazines, on signs, buses, business cards, or on just about any object about which users might need information. Users with a camera phone equipped with the correct reader application can scan the image of the QR Code to display text, contact information, connect to a wireless network, or open a web page in the phone's browser. This act of linking from physical world objects is known as a hardlink or physical world hyperlinks.
Google's mobile Android operating system supports the use of QR codes by natively including the barcode scanner (ZXing) on some models, and the browser supports URI redirection, which allows QR Codes to send metadata to existing applications on the device. Nokia's Symbian operating system is also provided with a barcode scanner, which is able to read QR Codes,[ while mbarcode is a QR code reader for theMaemo operating system. In the Apple iOS a QR Code reader is not natively included, but some iTunes Apps, for free, are available with reader and metadata browser URI redirection.
[edit]Standards
There are several standards documents covering the physical encoding of QR Code:
- October 1997 — AIM (Association for Automatic Identification and Mobility) International
- January 1999 — JIS X 0510
- June 2000 — ISO/IEC 18004:2000 Information technology — Automatic identification and data capture techniques — Bar code symbology — QR Code (now withdrawn)
Defines QR Code Model 1 and QR Code Model 2 symbols. - 1 September 2006 — ISO/IEC 18004:2006 Information technology — Automatic identification and data capture techniques — QR Code 2005 bar code symbology specification
Defines QR Code 2005 symbols, an extension of QR Code Model 2. Does not specify how to read QR Code Model 1 symbols, or require this for compliance.
At the application layer, there is some variation between implementations. NTT DoCoMo has established de facto standards for the encoding of URLs, contact information, and several other data types. The open-source "ZXing" project maintains a list of QR Code data types.
License
The use of the QR Code is free of any license. The QR Code is clearly defined and published as ISO standard. Denso Wave owns the patent rights on QR Code, but has chosen not to exercise them.
The term QR Code itself is a registered trademark of Denso Wave Incorporated.
Storage
| QR Code data capacity | |
|---|---|
| Numeric only | Max. 7,089 characters |
| Alphanumeric | Max. 4,296 characters |
| Binary (8 bits) | Max. 2,953 bytes |
| Kanji/Kana | Max. 1,817 characters |
| Error correction capacity | |
|---|---|
| Level L | 7% of codewords can be restored. |
| Level M | 15% of codewords can be restored. |
| Level Q | 25% of codewords can be restored. |
| Level H | 30% of codewords can be restored. |
QR codes use the Reed–Solomon error correction.
[edit]Variants
Micro QR Code is a smaller version of the QR Code standard for applications with less ability to handle large scans. There are different forms of Micro QR Code as well. The highest of these can hold 35 numeric characters.
Design QR is a QR Code that was optimized to include a picture or logo to enhance conversion rates.[11]
[edit]Use as artwork
Since 2006 the Italian artist Fabrice de Nola uses QR codes in oil paintings or embedded in photographs.[12]
In 2007 the British pop group Pet Shop Boys used QR code for the artwork of their download-only single Integral. The videoclip for the song also features QR code. When the codes are scanned, users are directed to the Pet Shop Boys website, and web pages about the British national identity card plans, respectively.
In 2009 the Japanese artist Takashi Murakami, in collaboration with creative agency SET and Louis Vuitton, created a design QR featuring the LV pattern and one of the artist’s characters.[13]
In 2010 the musician and artist DJ Spooky used QR code in a fine art print exhibited at Experimenta Biennale, Melbourne. Scanning the code takes users to an experiential web based artwork called the Nauru Ellegies,[14] about the complexities of the South Pacific island of Nauru.
A QR code which scans to produce the word "LOVE" was also featured prominently in Australian artist Kylie Minogue's music video for her 2010 single All The Lovers.
In June 2010, the Design Exchange, Canada's National Design Centre, unveiled a large QR installed created by Rollout Wallpaper. Rollout Wallpaper is a custom wallpaper company operating in Vancouver. The installation is part of the 'Bent Out of Shape' exhibit, curated by Design Exchange staff.
In July 2010 SYCO Music recording artist Labrinth started using QR Codes as part of a campaign to promote his debut single "Let The Sun Shine". As well as a cartoon video to educate users on how to use QR Codes,[15] they were placed in different media ranging from street posters & stickers to music videos, websites and social networks. The QR Codes take users through to Labrinth's YouTube videos, website and social network profile.
The webcomic QR Comic is made entirely out of QR codes. The first 28 entries are Isaac Asimov's short story The Last Question converted into QR codes.
The 2010 comic, Carnivale De Robotique uses a QR Code to reveal a subplot in its third issue.[16]
In October 2010, at the Toronto International Art Fair, artist Jeff Tallon displayed Canada's first QR Code painting in collaboration with the Engine Gallery. The work was a diptych that, when scanned, provided information about the adjoining panel.[17]
[edit]Use in marketing
Recently, QR codes have become more prevalent in marketing circles and have been integrated into both traditional and interactive campaigns. Media where QR codes have been deployed include: billboard ads, in-store displays, event ticketing and tracking, trade-show management, business cards, print ads, contests, direct mail campaigns, websites, email marketing, and couponing just to name a few. QR codes are of particular interest to marketers, giving them the "ability to measure response rates with a high degree of precision"[18] allowing for easier ROI (return on investment) calculation, thus helping justify spending on marketing budgets. QR codes have also been used at trade shows and in conferences.
QR Codes can be seen on a art festival map for Canton Ohio's "First Friday". The QR Code was designed by Think Roth, a mulit-media marketing company from Ohio. The QR Code on the festival's map takes you to a "phone friendly" map with coupons for free coffee and art discounts around town.
In July 2009, QR-code was created for character design and promotional materials in the Shane Acker film 9. The use of QR-code was part of the characters in the movie and culminated into a promotional campaign with unique QR-code cards, posters and street advertisements on billboards or public transportation for major popular art events. These advertisements were largely focused upon the attendees of the 2009 San Diego Comic Con and 2009 Oscars. QR-codes were integrated into the artwork and symbolized individual characters in the movie. Instructional pamphlets and videos were released to explain how the codes could be retrieved and deciphered. QR-coded artworks could be read with QR-capable cellphones for prizes and access to exclusive online content. This was one of the first major integrations of QR-code withHollywood studios and urban environments.[19]
[edit]Use in Interpretation
QR Codes have been used to interpret natural and historical points of interest on nature trails, adding to or replacing expensive signs.[20][21]
[edit]Standalone applications
While the adoption of QR codes in some markets has been slow to take off (particularly in markets like the United States where competing standards like Data Matrix exist), the technology is gaining some traction in the smartphone market. Many Android phones come with QR code readers already installed, as do most Nokia phones running S60 3rd Edition or newer. Blackberry phones running Blackberry Messenger 5.0 (or more recent versions) can also scan QR codes using the "Scan A Group Barcode" option in the BBM menu. Both the Android Market and the iTunes App Store offer several free applications that can decode QR matrices. Similar software can be downloaded and installed onto S60 phones.
Generating QR codes is slowly moving into the mainstream in America as well. Companies such as www.gottygear.com, www.scanlife.com or www.thinkroth.com are working with advertising agencies to help consumers learn how to scan these codes as well as track the analytics.
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