As a designer, (and a consumer) I hate QR Codes. For two reasons, 1) They’re ugly and 2) “Ain’t nobody got time for dat.”
QR codes, as they related to marketing… need to die. I mean they’re great, for what they were invented; to speed and track the production of vehicles, and their parts. But I cringe every time I am in a creative brief and someone suggests me implement one, “they’re cute and fun and all the rage.” Seriously, when was the last time you scanned one? When you did, was the content tailored for the device you were on? (nope) Did it add value to the overall experience associated with the creative, from which you scanned it? My guess here is also, no.
Most of them simply tie to a link, or the company’s webpage, which likely isn’t even optimized for a mobile platform and takes 10 minutes to load and render. So fumbling around in your pocket, trying to find that app you haven’t used in god knows how long, and can’t remember the name of, to scan that useless code. Was an epic waste of time, oh, and you missed your train in the process.
Now, say that code gave you something worthwhile, perhaps then it might be worth scanning? Maybe, but even then, it’s current usage has given consumers expectations; low ones. Are you going to get them to haul out that smartphone for some silly looking square… I doubt it.