Understand how QR codes work, static vs dynamic types, error correction, tracking and business best practices in this complete guide.
QR codes have evolved from a novelty into a core business tool. Once associated primarily with product tracking and occasional marketing experiments, they are now a standard bridge between physical and digital experiences. From packaging and print advertising to retail displays and business cards, QR codes provide a fast, reliable way to connect customers directly to online content.
This guide explains what QR codes are, how they work, the different types available, and how businesses can use them effectively and securely.
What Is a QR Code?
A QR code, short for Quick Response code, is a two-dimensional barcode that stores information in a grid of black and white modules. When scanned using a smartphone camera or QR reader, the encoded data is decoded and acted upon, typically opening a web link, displaying contact details, or launching an application.
Unlike traditional barcodes, which store data in one direction, QR codes store data both horizontally and vertically. This allows them to hold significantly more information while remaining compact and easy to scan.
Businesses commonly use QR codes to:
- Direct users to a website
- Share contact information
- Download files such as menus or brochures
- Initiate WhatsApp or email conversations
- Track campaign performance
For example, a Dynamic QR Code allows businesses to update the destination without changing the printed code.
How QR Codes Actually Work
QR codes may look simple, but their structure is highly engineered for accuracy and resilience.
Finder Patterns
The three large squares in the corners of a QR code are called finder patterns. They help scanners detect the orientation of the code and determine how it should be read.
Alignment Patterns
Smaller square patterns inside the grid assist with distortion correction, ensuring accurate scanning even if the code is curved or printed on uneven surfaces.
Timing Patterns
These alternating modules between the finder patterns help scanners determine the size of the data grid.
Data Modules
The remaining black and white squares store the actual encoded data. This may be a URL, text string, contact card or other structured data format.
Error Correction
QR codes use Reed-Solomon error correction, which allows data to be recovered even if part of the code is damaged or obscured. There are four levels:
- L – Low (recovers about 7% of data)
- M – Medium (about 15%)
- Q – Quartile (about 25%)
- H – High (about 30%)
Higher error correction enables logo placement or partial obstruction without breaking the scan.
Masking Patterns
Masking patterns are applied during generation to prevent large blocks of the same colour, which improves readability and scanning reliability.
Static vs Dynamic QR Codes
Static QR Codes
A static QR code contains fixed information. Once generated, the destination cannot be changed. These are suitable for permanent information such as a printed website link that will never change.
Dynamic QR Codes
A dynamic QR code uses a short redirect URL. The final destination can be edited after printing. This allows businesses to:
- Update campaigns without reprinting materials
- Track scans
- Monitor device types and locations
- Run time-limited promotions
Learn more about how Dynamic QR Codes work and when to use them.
Common Types of QR Codes for Business
URL QR Codes
A URL QR Code directs users to a website. This is the most common use case for marketing, packaging and print media.
WhatsApp QR Codes
A WhatsApp QR Code opens a direct chat window with a predefined message, making it ideal for customer enquiries and service interactions.
vCard QR Codes
A vCard QR Code allows users to save contact details directly into their phone’s address book.
Email QR Codes
An Email QR Code opens a pre-addressed email draft, streamlining communication.
App Store QR Codes
An App Store QR Code directs users to the appropriate app store based on device type.
Where Businesses Use QR Codes
QR codes are now integrated into many everyday business touchpoints:
- Retail packaging and labels
- Restaurant menus
- Business cards
- Event signage
- Direct mail campaigns
- Vehicle branding
- Exhibition stands
- Property boards and brochures
The ability to connect offline materials directly to measurable online activity makes QR codes particularly valuable for multi-channel campaigns.
Design Best Practices
Maintain Contrast
Use dark modules on a light background. Low contrast reduces scan reliability.
Include a Quiet Zone
A clear margin around the QR code ensures scanners can isolate it from surrounding graphics.
Size Appropriately
A general rule is a minimum of 2 cm square for print, scaling larger for greater scanning distance.
Test Before Distribution
Always test on multiple devices and lighting conditions before printing in bulk.
Use Error Correction Wisely
Higher error correction levels allow logo placement but increase module density.
Security and Privacy Considerations
Because QR codes hide their destination visually, users cannot see the URL before scanning. Businesses should:
- Use HTTPS links
- Avoid misleading redirects
- Use branded short domains where possible
- Monitor dynamic links for misuse
Trust is critical. Clear branding near the code increases user confidence.
Tracking and Analytics
Dynamic QR codes enable scan tracking. Typical metrics include:
- Total scans
- Scan time and date
- Device type
- Approximate geographic region
This data helps businesses evaluate campaign performance and optimise marketing spend.
Frequently Asked Questions
Do QR codes expire?
Static QR codes do not expire. Dynamic QR codes depend on the hosting platform and subscription model.
Can you change where a QR code points?
Only dynamic QR codes allow the destination to be edited after creation.
How small can a QR code be printed?
It depends on scanning distance and error correction level, but generally no smaller than 2 cm square for close-range scanning.
Do QR codes require an app?
Most modern smartphones include built-in QR scanning via the native camera application.
Are QR codes secure?
QR codes themselves are neutral. Security depends on the destination link and platform management.
Conclusion
QR codes have become a practical, measurable and versatile bridge between physical and digital environments. When implemented correctly, they enhance customer engagement, simplify access to information and provide valuable campaign insight.
Businesses can generate and manage QR codes using tools such as QRUpp, which supports both static and dynamic QR codes designed for modern business use.