Size for the scan distance
The single biggest cause of failed scans is "too small". Use the 10:1 rule — if someone will scan from one meter away, the QR should be at least 10 cm. Posters viewed from 2 m? At least 20 cm. Billboards? Don’t even start under 50 cm. Business cards work down to about 2 cm because people hold them right up to their phone.
- Business cards & phone screens: 2–3 cm
- Flyers & brochures: 3–5 cm
- Table tents & menus: 4–6 cm
- Posters & shop windows: 10–20 cm
- Billboards & banners: 50 cm+
Color & contrast
Cameras read contrast, not color. The foreground (dots) must always be noticeably darker than the background. Black on white is unbeatable, but you can use your brand color — just make sure the luminosity gap is at least 40%. Light foreground (yellow, pastels, light gray) on light background is the #1 way to make an unscannable QR.
- Always darker foreground on lighter background — never invert
- Test in grayscale: if you can’t tell apart, scanners can’t either
- Avoid yellow, neon, pastels as foreground
- Red, deep blue, dark green all work well on white
Logos done right
A logo can boost scan rates by ~30% because people trust branded codes more than naked ones — but only when it’s done right. Center your logo, keep it under 25% of the QR’s width, and crank error correction up to H. Add a small white padding around the logo so it doesn’t blend into the dot pattern.
Placement that gets scanned
A QR on a curved bottle, a folded brochure, or a glossy laminated card is a QR no one scans. Print on flat surfaces, avoid creases and glare, keep it at eye level when possible, and leave enough quiet zone. For outdoor signage, make sure lighting is adequate at dawn and dusk too.
Content strategy
A QR is just a shortcut — the destination matters more than the pattern. Always link to a fast, mobile-friendly page that delivers on the call-to-action printed next to the code. "Scan to see today’s menu" should land on the menu, not the homepage. Every extra tap loses ~30% of users.
- Always pair the QR with a specific CTA ("Scan for 15% off")
- Link to a mobile-optimized page — not a heavy desktop site
- Avoid super-long URLs (they make the QR dense and harder to scan)
- Update landing pages, not the QR itself (use a stable URL)
Test before you print
Never print 10,000 flyers before scanning a proof from your printer. Test with at least one iPhone and one Android, in the same lighting where the QR will live, at the actual final size. Verify the destination loads in under 3 seconds on mobile data — not just on your WiFi.
- Always pair the QR with a clear call-to-action
- Test on at least 3 different devices before printing
- SVG is best for print — scales without quality loss
- Track real-world scan rates after launch — your assumptions will be wrong
- Always include the destination URL in small text below the QR as a fallback
Follow these rules and your scan rate will easily double compared to a generic black-and-white code dropped on a flyer.