QR Code Best Practices for Print Marketing
Printed QR codes fail for predictable reasons. Follow these best practices to make sure yours actually work.
Contrast and color
The most important factor for scannability is contrast. Always use a dark foreground on a light background. A contrast ratio of at least 4:1 is recommended. Colored QR codes work fine as long as the contrast is maintained. Avoid light-on-dark, white-on-color, or low-contrast color combinations.
Tips
- Dark blue, dark green, and dark red work as alternatives to black
- Always keep the background lighter than the foreground modules
- Test colored codes on multiple devices before printing
Size and quiet zone
Follow the 10:1 rule — the code should be at least 1/10th the width of the expected scanning distance. Maintain a quiet zone (white margin) of at least 4 modules around the code. Do not place the QR code too close to edges, other graphics, or text. The quiet zone helps scanners identify where the code begins.
Placement and context
Place QR codes where people can comfortably scan them — at arm length for tabletop materials, eye level for wall signs. Always add a call-to-action explaining what happens when they scan: "Scan for menu," "Scan to connect to WiFi," "Scan to save contact." Without context, people have no reason to scan.
Tips
- A call-to-action increases scan rates by 30% or more
- Position codes on flat surfaces — curved surfaces cause scanning issues
- Avoid placing codes where fingers will cover them (like the spine of a booklet)
File format and resolution
Export QR codes as vector files (SVG or PDF) for print. These formats scale to any size without pixelation. If you must use PNG, export at minimum 300 DPI at the target print size. Never stretch a low-resolution QR code image — the blurred edges will make it unscannable.
Test before mass printing
Print a test copy and scan it from the intended distance, in the intended lighting, on multiple devices (at least one iPhone and one Android). Test the worst-case scenario — low lighting, a slight angle, maximum distance. Fix any issues before committing to a full print run.
Tips
- Ask someone unfamiliar with the code to try scanning it — they will test more realistically
- Test on both old and new phone models if possible
Frequently Asked Questions
Can I put a QR code on a dark background?
It is not recommended. Scanners expect dark modules on a light background. If you must use a dark background, create a white rectangular area for the QR code.
What is the quiet zone?
The quiet zone is the white margin around the QR code. It should be at least 4 modules wide. It helps scanners detect the code boundaries.
Should I use PNG or SVG for printing?
SVG or PDF for print. These are vector formats that stay sharp at any size. Use PNG only for digital displays at a fixed size.
How do I test my QR code before printing?
Print a test copy and scan it on at least two different phones from the expected scanning distance and angle. Test in the actual lighting conditions.
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