At the moment, QR Code is widely used in digital marketing and advertising, as it allows us to maintain operational communication with customers and provide the end user with content. This can include links to websites, digital discount coupons, tickets for various transport, etc.
To use the QR code effectively in any of these areas, it is necessary to have a good understanding of its concepts and development technologies.
What is the QR Code?
QR Code
The QR code means quick response code. It is a two-dimensional (2-D) matrix code that belongs to a huge set of machine-readable codes. All these codes are called barcodes, regardless of whether they include stripes, squares or elements of another shape.
Let's look at 1-D and 2-D codes. Compared to the first, type 2-D codes can contain a larger data amount, but it takes up less space. However, the QR code contains much more data in comparison with the abovementioned types of codes. Moreover, the QR code also has a more advanced error correction method and a higher reading speed.
Barcodes represent information visually, like any written language, but not for people – for machines. The scanner reads the code using special optical systems and barcode-reading software. The rules for creating a barcode (like grammar) and the set of characters it uses (its alphabet) are its symbology.
Basic idea of 1-D barcodes
Basic barcode symbols can be divided into two types: one-dimensional, or linear, and two-dimensional.
One-dimensional (1-D) barcodes, such as the Universal Product Code (UPC), are commonly used in trade, on price tags and product packages. They are made up of vertical bars and spaces. These codes are classified as one-dimensional, since information encrypted in them is transmitted only by the difference in their horizontal dimension – the width of the stripes and spaces – and their left to right position.
The height of the barcode columns does not affect the encrypted information. Therefore, the software reads both of them with no difference.
The only thing that matters is the width and order of the stripes, but not their height.
2-D codes – the next level
1-D barcodes were introduced in 1966 and quickly became popular. However, time marches on, and soon new types of codes became required, smaller in size, but more informative at the same time.
Later, attempts were made to increase the data content in the barcode. This presupposed either increasing the number of lanes or creating a layout with multiple codes. All these factors led to the size increase of the barcode, and, as a result, to a complication of reading and printing costs.
That is why 2-D codes were created. At first they repeated the same linear symbols vertically, and later they were made in the form of matrix codes. The code was formed from small symmetrical elements, square or rectangle-shaped.
Multiple-barcode 2-D stacked barcode 2-D matrix code
layout
2-D matrix codes contain information in both directions – vertical and horizontal, so they have a fairly high data density with a small size. However, further improvements with the QR code were still to come.
The following table shows the characteristics and features of some typical 2-D codes.
QR Code PDF417 DataMatrix MaxiCode
Developer DENSO Wave Symbol Technologies RVSI
Acuity CiMatrix UPS
Type Matrix Stacked barcode Matrix Matrix
Data capacity Numeric 7,089 2,710 3,116 138
Alphanumeric 4,296 1,850 2,355 93
Binary 2,953 1,018 1,556 -
Japanese, Chinese or Korean characters 1,817 554 778 -
Main functions High data density, small size, high-speed scanning High data density Small size High-speed scanning
Main areas of application All categories Office automation field Factory automation field Transport and logistics
Standards AIM, JIS, ISO AIM, ISO AIM, ISO AIM, ISO
How the QR Code works
The QR code belongs to the type of 2-D matrix codes. In such type information is encrypted not by the position and width of the stripes and spaces in the horizontal dimension, but by the placement of dark and light modules in columns and rows, both horizontally and vertically.
Under each dark or light module of the QR code, 0 or 1 is encrypted, so the computer can read it.
The QR code modules perform different functions themselves. Some of them contain actual data, while others are assembled into functional templates that improve reading and provide character alignment, error correction and distortion compensation. There is also a synchronization pattern – it allows the reader to find out the size of the symbol. In addition, there is an essential “quiet zone”. This is a buffer area with a width of 4 modules, which is needed so that the text or markings around it are not mistaken for QR code data.
The reading of ordinary two-dimensional matrix codes took a very long time, because the reader needed to find the code of the symbol to determine its orientation angle, position (x and y coordinates) and size.
So, the QR code was designed using special position detection templates. They were located in the three corners of each symbol. The templates have a symmetrical ratio of scan lines 1:1:3:1:1, which allows us to scan them from any direction within a full 360 degrees. In addition, the templates are interconnected, which provides quick access to relevant information about the angle, position and size contained on the code periphery.
As a result, the QR code is read 20 times faster than a regular matrix code. In addition, scanning equipment can search for patterns, increasing the overall speed due to simultaneous image reading and data processing.
QR Code Symbol Versions
QR Codes can be generated in 40 different symbol versions, from 21 x 21 modules (version 1) to 177 x 177 modules (version 40).
Each higher symbol version has 4 additional modules on each side (16 additional modules per symbol) and can have a proportionally larger amount of data. The maximum data content for a given symbol is determined by its version, the type of characters and the level of error correction.
QR Code Error Correction
The QR code has powerful error correction capabilities by adding Reed-Solomon codes to the source data. This mathematical method of error correction allows the scanning machine to read QR code characters even in case of contamination or damage.
Four levels of error correction are available. The higher the level, the greater the error correction, but also the larger the QR Code version.
Error-Correction Level Approximate Amount of Correction
L 7%
M 15%
Q 25%
H 30%
When choosing the level of error correction, it is necessary to consider environmental factors and the desired size of the QR-code symbol.
For example, for plants, factories and other places where the QR code can get dirty or damaged, it is better to choose the level Q (error correction 25%) or H (30%). In clean places and codes with a large data content, the L level (7%) can be chosen. In general, the most popular is the M level (15%).
QR Code Advantages
The unique design of the QR code gives it a huge number of advantages, including:
Fast scanning in all directions: The QR code can be read at any angle within 360 degrees thanks to the position-detection pattern in three corners of each character. Therefore, there is no need to keep the scanner level aligned with the code. Also, the position-detection pattern eliminates any background interference, so the QR code is read stably and quickly.
High-capacity data storage: One QR code character can contain up to 7089 digits. This is 200 times more than can be contained in a usual 1-D barcode.
In such QR Code symbol can be held 300 alphanumeric characters.
Compactness: The data contained in a 1-D barcode will take up only 1/10 of the QR code data volume.
Error correction: The QR code symbol can be read and decrypted even if about 30% of the data is dirty or damaged. Of course, it also depends on the chosen level of error correction.
Data types variety: QR code can process numbers, alphabetic characters, symbols, Japanese, Chinese or Korean characters and binary data.
Distortion compensation: The QR code symbol can be read even if it is on a curved or distorted surface.
Linkability (Structured Append): The QR code character can be split into 16 smaller characters to fit long and narrow spaces. Smaller characters are read as a single code, the scanning order in this case does not matter.
Direct Marking: If low contrast conditions do not allow reading a QR code, then it can be printed, laser etched or placed by the DPM method of application directly to the product.
Uses of the QR Code
It is remarkable that at first the QR code was developed to track automotive components and systems during production and delivery process. However, it quickly became widespread in almost all areas of use of conventional barcodes, as well as in several new ones.
Traditional areas of use include:
• Manufacturing
Product traceability
Process control
Order and time tracking
Inventory and equipment management
• Warehousing and logistics
Item tracking
• Retailing
Identification of the product at the purchase place
Sales Management
Inventory control
• Healthcare
Medical records management
Patient identification
Medication tracking
Hardware and device tracking
• Life sciences
Sample tracking
• Transportation
Fleet of vehicles management
Sale of tickets and boarding passes
• Office automation
Document management
• Marketing and advertising
Mobile Marketing
Electronic tickets, payments, coupons and loyalty programs
The use of QR codes in marketing and advertising.
In the beginning, mobile marketing was popular in the Netherlands, Korea and Japan. However, recently there has been an increase in its popularity in North America. Here, the QR code is used in advertising and printing, as well as on billboards, posters, clothes, dishes and other items. By scanning the QR code with a smartphone, the user can go to the site or receive a discount coupon, special offer, product or store information.
To date, a QR code can be read even from a smartphone display with special scanners. Such a code can contain an event ticket or a purchase coupon, a payment receipt, a loyalty card, etc.
QR code Generation
DENSO Wave Incorporated, the QR code inventor and QR code trademark owner, has made this type of code freely available to the public. Therefore, a large number of websites now contain online QR code generators or downloadable code generation software.
But such code generators and software do not have a certificate of the International Organization for Standardization (ISO), so it is impossible to determine whether they comply with the ISO 18004 standard based on the DENSO Wave patent. As a result, such code characters may not be read by some devices, or the quality of reading may be reduced.
(Simple test: generate the same code character with several different online generators. Differences in module placement will be obvious at once.)
The most inconvenient thing is that non-standardized as per ISO generators cannot determine the minimum print size of a given QR code symbol. And if the symbol is printed at a size below the minimum, considering the data amount, symbol version and resolution as per ISO, then its readability will be significantly reduced.
If a QR code is generated using software that does not comply with ISO, then it will be hard to use it, especially if it is designed to be read by a smartphone. It is also worth remembering that software for reading QR codes, as well as software for generating them, is not always based on the ISO standard.
To ensure that a QR Code will be successfully read by the highest percentage of devices, therefore, it is essential to use code-generating software offered only by a reputable manufacturer who can be trusted to comply with ISO specifications.
Reading QR Codes: 5 Essential Items for a 2D Scanner or Terminal
1. High-speed reading: The operator's efficiency depends on the scanning speed and the ability to do it distantly. Therefore, it is better to look for devices with advanced CCD scanning technology. It can be used to read high-density or hard-to-read codes.
2. Ease of use: To reduce operator fatigue and, as a result, increase the speed of work, it's better to choose convenient models – lightweight, ergonomic, with a large screen.
3. Structure integrity: In harsh environments, handheld scanners and terminals are sometimes subjected to rough handling, bumps and drops. Moisture-resistant, dust-resistant and shock-resistant devices will be a good investment in technical equipment.
4. Long battery life: It is worth paying attention to scanner models with power-saving functions – this way the battery will last longer, retaining its service life.
5. Manufacturer’s reputation and experience: Look for popular manufacturers with good reviews, recommendations, and long product life.
About DENSO ADC
DENSO Wave is one of the world's largest manufacturers of mobile data acquisition systems. This includes DENSO ADC, the American sales division of DENSO Wave Incorporated, pioneering CCD technology and inventing the revolutionary QR code.
The company has a wide range of advanced technologies and also manufactures portable 1D and 2D terminals and scanners. These devices boast a lightweight and ergonomic design; robust construction to withstand the toughest handling and harshest environments; good resistance to water and dust; energy saving, which can extend the device service life; communication via Bluetooth, USB, serial or keyboard interfaces or communication via 802.11b, Bluetooth or GPRS; and reduced cost.
For details, visit the DENSO ADC website at www.denso-adc.com.
DENSO ADC is a trademark of DENSO Corporation, headquartered in Kariya, Japan. DENSO is the world’s leading provider of advanced technologies, systems and components for electronics, information security, thermal and power applications. The company's clients include all the world's largest automakers. DENSO has more than 200 subsidiaries and affiliates in 35 countries and regions (including Japan) around the world. It also has about 120,000 employees. Consolidated global sales for the fiscal year 31 March 2011 were $37.7 billion. In the last fiscal year, DENSO spent 9.3% of its global sales on research and development. DENSO shares are listed on the Tokyo and Nagoya stock exchanges. In North America, DENSO employs 13,000 people and generated total sales for the fiscal year ended March 31, 2011 of $6.4 billion.
Copyright © 2012 DENSO ADC
QR Code® is a registered trademark of DENSO Wave Incorporated.
