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QR code (abbreviated as “Quick Response Code”) is a trademark for a type of matrix barcode (or two-dimensional barcode), first designed in 1994 for the Japanese automotive industry. A bar code is a machine-readable optical label that contains information about the element to which it is attached. QR code uses four standardized coding modes (digital, alphanumeric, byte/binary and kanji) for efficient data storage; extensions can also be used.

QR code has become popular outside the automotive industry due to its fast readability and storage capacity compared to standard UPC barcodes. Applications include product tracking, product identification, time tracking, document management and general marketing.

The QR code consists of black squares arranged in a square grid on a white background, which can be read by an imaging device, such as a camera, and processed with Reed-Solomon error correction until the image is correctly interpreted. The necessary data is then extracted from the templates, which are present in both the horizontal and vertical components of the image.

QR codes have become commonplace in consumer advertising. Typically, a smartphone is used as a QR code scanner, which shows the code and converts it into some useful form (as a standard URL for a website, which eliminates the need for the user to enter it into a web browser). The QR code became the center of the advertising strategy because it provides faster access to the brand’s website than by manually entering the URL. In addition to the simple convenience of the user, the importance of this ability is that it increases the conversion rate: the likelihood of contact with advertising, which will focus of advertising strategy. It attracts interested prospects even more through the conversion funnel with a slight delay or effort, instantly redirecting the viewer to the advertiser’s site, where longer and more targeted sales may lose the viewer’s interest.

QR codes can be used in different mobile operating systems. These devices support URL redirection, which allows QR codes to send metadata to existing applications on the device. Many paid or free applications are available with the ability to scan codes and a hard link to an external URL.

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