QR Code Technology : How A QR Code Works

The data in a QR Code is 2D, meaning information is encoded both vertically and horizontally. The interface allows the user to create three different sizes as defined below:

A Basic QR Code - Most Are Black and White

1. Alphanumeric – 4, 296 characters
2. Numeric – 7,089 characters
3. 8 bit Binary – 2, 953 bytes

Depending on which of the four error correction schemes are used, the amount of space truly available could be smaller–the outline merely represents the maximum possible for each scenario. The error correction algorithm is based upon Reed-Solomon, and comes in four variations:

1. Level L – 7% of characters can be restored (default)
2. Level M – 15% of characters can be restored (most often used)
3. Level Q – 25% of characters can be restored
4. Level H – 30% of characters can be restored

Level L and M are most suitable for codes found in clean environments. Level Q and H are for dirty environments, like manufacturing plants. The error correction level that you use will dictate the amount of text that can be encoded.

Up to 30% Damage and Still Readable!

“30% seems really high to me so for it to work is amazing.”

A QR code is a square with an equal number of rows and columns.
1. They start at 21 rows and columns and increment by fours.
2. The next size up is 25 rows and columns
3. The next is 29 rows and columns.
4. This increment continues until the 40th step where it’s 177 rows and columns.

Each step is called a version. There are 40 versions available.

The following QR code is an example of version eight, and contains alphanumeric text.

This QR Code contains a lot of information as indicated by the dots.

A Basic QR Code Contains Five Major Sections

Main QR code sections outlined:

1. There are three position detection pattern codes located in three of the four corners. This allows 360 degree (omni-directional) high-speed reading of the code.

2. The timing pattern code help to detect the position of each cell in the QR code by the decoder application.

3. Solomon-Reed error correction and formatting / mask pattern information codes.

4. The data area is an array of rows and columns. Each cell is stored as a binary number (1 and 0). Error correction codes are inserted into this area as well.

5. Buffer zone (also called the quite zone) to isolate the code from other packaging information. This zone is four cells wide.

6. In more complex QR codes there is a sixth function called the alignment pattern which will be located in the lower right hand corner. This pattern allows the QR reader to correct for distortion when the code is bent or curved.

QR Code Data Area

QR Code Location Boxes and Alignment Box

The three prominent boxes in the corners of each code indicate the location of the image (so it can be centered by the image parser). Another smaller box in the lower-right aligns the image. The rest of the blocks indicate the information specific to the international standards and finally the identifying data contained within the code.

In the next image, you see that the QR Codes data area is organized into an array of cells organized into a 2D matrix where information is encoded both vertically and horizontally. The number of alignment
patterns used depends upon how much information is being encoded.

QR Code Linking Functionality

QR codes also have linking functionality, meaning that a single large code can be divided into two or more codes, up to a maximum of 16 codes. This allows for the delivery of larger data sets that can more easily be decoded.

Linking Abilities

What’s the Difference Between Social Media and Viral Media?

The term “Viral” has really taken a bad rap in the past few years. The term “Viral” merely means–”Word-of-Mouth.” It’s just sharing the good news or making an announcement. So, is there a difference between Social and Viral Media? Yes. There’s a big difference between the two. Social Media aims to engage while Viral Media aims to create the buzz.

Social Media Links

Does Viral and Social Media Technology Assist Businesses with Communicating the Message?

With a social media campaign, the goal is to engage your business with your audience. In order to do that, you need to create a reason for your audience to come back. Viral Media rarely offers that opportunity, and if it does it’s for a minimal amount of time. A stickiness is created with successful social media campaigns.

Fan pages on Facebook that engage with the fans on their page create a return rate to their page. With viral campaigns, the stickiness is not really created for a return audience and they rarely create any loyal followers.

The Technology of Social and Viral Media is a Powerful Tool When Used Properly

Social Media Marketing and Viral Media Marketing definitely go hand-in-hand. The social channels launch and promote the viral campaigns. In order for the promotion in social channels to work, you must have a reputable relationship so that your audience can distribute the viral content to their own networks. Understanding the two can assist in better aligning future marketing strategies.

Critical thinking is purposeful, has self-regulatory judgment which results in interpretation, analysis, evaluation and inference, as well as explanation of the evidential, conceptual, methodological considerations upon which that judgment is based. It is an essential tool. The ideal critical thinker is habitually inquisitive, well-informed, trustful of reason, open-minded, flexible, fair-minded in evaluation, honest in facing personal biases, prudent in making judgments, willing to reconsider, clear about issues, orderly in complex matters, diligent in seeking relevant information, reasonable in the selection of criteria, focused and persistent in seeking results which are precise.

Effective critical thinking in every area of life makes it easier to achieve goals.

The first thing we learned about modifying QR Codes is that you must allow that “Quiet Space” around the QR Code! Otherwise, effectiveness is lost. The contrast is so important or the scanner will have a hard time reading the code. The new movie “For Colored Girls” released a poster using a QR Code and has provided a perfect example of what NOT to do.

There is no contrast for the QR Code to be read by a scanner easily. This will be a difficult scan for most phones.

Quick Response Codes more commonly known as QR Codes are the wave of the future. Using a smartphone, a person merely points and scans and they’re launched into the virtual world! It’s amazing!! The possibilities are almost endless. =0)

Pepsi Gets Creative with Their QR Code

For those of you who still don’t know what a QR Code looks like, here’s an example of of an ordinary one.

A Basic QR Code - Most Are Black and White

The QR Code originated in Japan in 1994 originally to track automobile parts. Since the QR Code can hold so many more characters than the “old school” Bar Code, they have turned into a great tool. Calvin Klein, True Blood, Pepsi, Ralph Lauren and JCPenney are just a few companies that have grabbed hold of the idea! I’ve used them and I find them to be a valuable tool! They are the new wave and they’re sweeping across the US rather quickly. I’ve attached a few examples of how QR Codes are being used by companies.

I love what Sephora did with their QR Code. It’s interactive and fun for the end user!

Sephora's Unique Data Capture Campaign

This is a great example of a QR Code that was used by the band Green Day. It launches you to one of their hits on their CD. The engagement and/or interactivity is what the end user is looking for!

QR Code on CD Cover of Green Day Launches Smartphone User to Video

Calvin Klein QR Code Scattered Across the City of New York

One of my personal favorites is Calvin Klein’s larger than life billboard ad which had it’s debut this summer across New York City! Their content is always a little racy but that’s what we like, isn’t it? Calvin Klein has found a tech-savvy way of delivering this content to those who want to see it rather than exposing everyone to it. CK never goes to extremes where their content is insulting, so don’t fret and call the preacher! Scan away-if you dare! =0)

QR Codes don’t have to be visually boring, although most people will scan QR Codes whether they are an artistic code or not. However, being creative with QR Codes definitely draw more attention. The Pepsi QR Code is quite clever!

HBO has promoted their series “True Blood” and Boardwalk Empire” using QR Codes. They delivered their QR Codes artistically as well!

HBO QR Code for TV Series True Blood

HBO was clever with the usage of Boardwalk Empire QR Codes at Bus Shelters to promote the premiere. The theme of Boardwalk Empire is “The Roaring 20s” – the Prohibition Era. HBO cleverly used a whiskey bottle with a QR Code on it, when the user scanned the QR Code they were given directions to the “Secret Bar” as well as a “password” to gain access to the secret event-where the first drink was on the house! What a creative marketing campaign!! =0)

QR Codes are so easy to use, and are so versatile that they provide instant value to individuals and businesses. This technology will play a huge role in future mobile strategy for print sales, information access and promos. The idea of digitally connecting consumers of paper-based content to the internet is a powerful concept. Welcome to the future!