Category: Marketing Guides

Summary: A look at where QR code adoption is heading in 2024, covering the industries driving growth, emerging use cases, and what these trends mean for your business.

Q: Are QR codes still growing in 2024?

A: Yes. Multiple research reports place QR code scan volumes significantly higher in 2023–2024 than pre-pandemic levels, with adoption stable across restaurants, retail, and events rather than retreating as initially expected after 2021.

Q: What industry uses QR codes the most?

A: Hospitality and food service has the highest per-business penetration, largely driven by menu digitalisation. Retail and consumer packaged goods follow, with QR codes now standard on a majority of new product launches in grocery and personal care categories.

Q: Are QR codes replacing barcodes?

A: For consumer-facing product information, yes — many brands now supplement or replace UPC barcodes with QR codes on packaging. For supply-chain and logistics scanning, traditional barcodes and 2D codes coexist because different scanner hardware and software systems are already embedded in those workflows.

Q: What is the difference between a QR code and an NFC tag?

A: QR codes require a camera and are printed on surfaces — they are entirely passive and cost nothing per unit to reproduce. NFC tags require a chip embedded in the packaging and a phone with NFC capability. QR codes have far broader hardware compatibility and lower reproduction cost; NFC offers richer interaction and tamper-evidence features at higher unit cost.

Q: Will QR codes still be relevant in five years?

A: The underlying standard is stable and universally supported. As long as smartphones have cameras — which will be the case for the foreseeable future — QR codes remain a viable, zero-infrastructure way to bridge physical and digital. The format benefits from network effects: the more devices support it by default, the more useful it is.

QR codes had their most visible moment during 2020–2021, but what happened next was more interesting than the initial surge: adoption held. In most of the industries that adopted QR codes out of necessity, businesses kept them because they worked. By 2024, QR codes are standard infrastructure in hospitality, retail packaging, events, and healthcare — and new use cases are emerging in payments, authentication, and traceability. This article examines where adoption stands across industries and what it means for businesses planning their own QR code strategy.

QR code adoption in 2024

Global QR code scan volumes have stabilised well above pre-pandemic levels. Consumer scanning behaviour changed permanently during the contactless period: people who had never scanned a QR code before 2020 now do so regularly, and the friction of “not knowing how to scan” has largely disappeared as native camera support became universal on both iOS and Android.

The demographic shift is notable. QR code scanning is no longer predominantly a millennial-and-younger behaviour. Research tracking hospitality and retail usage consistently shows adoption across all adult age groups, including customers over 60 who learned to scan during the pandemic and continued. This broadened audience makes QR codes viable for almost any customer-facing application.

The supply side has also matured. Free tools — including QRVelto — make generating production-ready static QR codes accessible to any business without cost or technical knowledge. The barrier to deployment is lower than at any previous point, which is one reason adoption has continued growing even as the urgency of the pandemic period faded.

Restaurants and hospitality

The restaurant industry’s QR code adoption was the most visible example of pandemic-driven behaviour change that stuck. In 2019, a majority of sit-down restaurants used printed menus exclusively. By 2024, QR-accessible menus are standard in most table-service environments in North America, Europe, and Australia, with physical menu availability increasingly treated as the exception rather than the norm at higher-volume venues.

The retention driver is cost, not preference. A URL-linked menu QR code eliminates the design and print cost of every subsequent menu update. A restaurant that reprints menus quarterly saves those costs indefinitely. That economic argument was not dependent on pandemic conditions and remains compelling in 2024.

New uses in hospitality beyond the menu include:

• QR codes on receipts linking to loyalty programme enrolment
• Table codes linking to real-time wait time information at the host stand
• Guest Wi-Fi QR codes replacing password cards
• QR codes on allergen information cards linking to detailed ingredient databases

The menu QR code generator and Wi-Fi QR code generator cover both of the most common hospitality deployments.

Retail and payments

QR code payments — popularised in China with WeChat Pay and Alipay — are now expanding in Western markets through payment processors offering QR-based checkout options. The appeal is low infrastructure cost: a printed QR code at a till point can accept payments without a card terminal, which is particularly relevant for pop-up retailers, market stalls, and small-format hospitality.

In consumer retail, QR codes on shelf labels (linking to product reviews, extended specifications, or comparison guides) are becoming common in consumer electronics, home appliances, and sporting goods — categories where purchase decisions involve substantial information gathering.

The growth area in 2024 is omnichannel integration: QR codes on printed receipts linking to online account portals, return processes, and loyalty dashboards. This creates a continuous digital thread between an in-store purchase and a customer’s online account without requiring a separate app download.

Healthcare and pharma

Healthcare has been a significant adopter of QR codes for patient-facing communication since 2021, initially driven by vaccine verification and testing results. In 2024, the more durable applications are emerging in pharmaceutical packaging, patient information leaflets, and appointment management.

QR codes on medication packaging linking to up-to-date digital patient information leaflets are increasingly common in the EU and UK, partly driven by regulatory guidance on providing accessible formats for visually impaired patients. A QR code can link to a screen-reader optimised version or an audio guide without any changes to the physical packaging.

In clinical settings, QR codes are used to reduce friction in appointment check-in, consent form completion, and patient survey collection — all processes where smartphone-accessible workflows reduce staff burden without requiring patients to download an app.

Events and entertainment

Events were one of the first industries to standardise on QR codes for ticketing, and that adoption has driven broader familiarity. In 2024, QR codes at events go well beyond ticket scanning:

• Speaker and session materials linked from slide decks and printed programmes
• Exhibitor contact capture via vCard codes on stands and badges
• Venue maps and schedule updates delivered via QR codes on signage
• Post-event survey links encoded in closing-session slides
• Sponsor codes linking to special offers for attendees

Music venues and festivals are using QR codes on physical merchandise to authenticate products and link to exclusive digital content — a merchandise tag that doubles as access to a bonus track or behind-the-scenes video.

See our events QR code guide for deployment specifics.

Smart packaging

Consumer packaged goods companies are treating QR codes as a standard packaging element in 2024, driven by the EU Digital Product Passport initiative and similar global regulations that will require product transparency data to be accessible digitally. A QR code on packaging is the lowest-cost mechanism to deliver that data.

Beyond compliance, brands are using packaging QR codes for:

• Sustainability and supply chain transparency stories
• Augmented reality product demonstrations
• Recipe and usage inspiration (food and personal care)
• Reorder shortcuts and subscription enrolment
• Product authentication for luxury and high-value goods

The trend is toward packaging QR codes that deliver genuine value to the consumer — not just a link to a generic product page — because codes that deliver useful content generate scan rates worth the placement.

Our product packaging QR code guide covers specifications and placement for label and packaging environments.

Emerging use cases

Beyond the well-established verticals, several emerging applications are seeing material growth in 2024:

Authentication and anti-counterfeiting

QR codes embedded with cryptographic signatures or linked to blockchain provenance records are being used for product authentication in wine, spirits, pharmaceuticals, and luxury goods. The code on the bottle or package links to a certificate of authenticity that cannot be forged without access to the private key used to sign it.

Business card replacement

Digital-first networking at industry events has accelerated the shift from printed business cards to vCard QR codes. A code on a phone screen or a printed badge card that saves contact details in one tap is faster, more reliable, and cheaper than printed cards. See the vCard QR code generator.

Cross-device experiences

TV advertising, streaming content, and out-of-home digital displays are using QR codes to create instant second-screen actions — a code on screen that, when scanned, continues a journey on the viewer’s phone. This bridges a channel (passive viewing) with an action channel (mobile engagement) without requiring app installation.

CTA: Create Your QR Code for Free

What these trends mean for your business

The practical implication of 2024 QR code trends is that consumer expectation has shifted. Customers in restaurants, retail, and events now expect QR codes to be available and functional. A missing or broken QR code creates a negative impression in the same way that a broken link on a website would have seemed careless in 2015.

For businesses that have not yet deployed QR codes, the cost of entry has never been lower and the potential benefit is as high as it has been. For businesses already using them, the shift is toward making the linked content genuinely useful — not just a digital version of the same information printed on the label, but content that changes, updates, and adds value in ways that physical materials cannot.

The businesses seeing the highest scan rates and downstream conversions in 2024 are those treating the QR code destination as a standalone product — designed for mobile, updated regularly, and built to move visitors toward a specific action.

Summary: A practical marketing guide covering design principles, strategic placement, tracking goals, A/B testing approaches, and how to measure QR code campaign performance.

Q: Should I use a static or dynamic QR code for marketing?

A: For most marketing campaigns, a static QR code pointing to a URL you control is the most reliable choice. Keep the destination URL permanent and redirect from it if your campaign changes. Dynamic codes from paid services add editability and scan tracking but come with subscription costs.

Q: How do I track QR code scans in Google Analytics?

A: Add UTM parameters to the URL your QR code links to — for example, ?utm_source=flyer&utm_medium=print&utm_campaign=summer2024. When someone scans and lands on the page, Google Analytics records the session with those campaign dimensions.

Q: How big should a QR code be on a flyer or poster?

A: The minimum size for reliable scanning on a printed flyer is 2.5 cm (1 inch) square. For a poster viewed from 1–2 metres away, aim for at least 10 cm (4 inches). Always test by scanning from the expected viewing distance before printing.

Q: Can I use a QR code on a digital ad or social media post?

A: QR codes on digital screens generally work only when the viewer is physically close to that screen — a TV ad, a digital billboard, or a presentation slide. They do not work inside clickable social media posts because tapping a link is already the action. Use QR codes for print, packaging, and physical environments.

Q: What should a QR code link to for better conversions?

A: Send visitors to a dedicated landing page that mirrors the message on the print material. A page built for that campaign — rather than a generic homepage — converts significantly better because it delivers exactly what the QR code promised.

QR codes closed the gap between print and digital long before smartphones became universal, but it took a global shift toward touchless interaction to push their adoption into mainstream marketing. Today, a well-placed QR code on a flyer, package, or window display is one of the most cost-efficient ways to move a prospect from awareness to action without adding any friction. This guide covers every lever worth pulling — design, placement, tracking, testing, and the mistakes that quietly kill scan rates.

Why QR codes work in marketing

Print has always had a measurement problem. You can count how many flyers you distributed, but not how many people acted on them. QR codes solve this by creating a traceable bridge between a physical impression and a digital session. Every scan can be logged as a campaign event in Google Analytics, giving you the same attribution data you expect from digital ads.

Beyond tracking, QR codes reduce the effort required to act. Typing a URL by hand — even a short one — creates enough friction to lose most impulse responses. A scan takes under two seconds on any modern phone. That speed advantage compounds when the destination page is built to convert: no extra navigation, no distractions, just the offer the print piece promised.

QR codes also extend the life of static print. A product package designed in 2023 can still be sending customers to updated landing pages in 2025 as long as the destination URL points somewhere permanent. This is one reason why linking to a URL you control — rather than a social media profile or a third-party platform you cannot fully manage — matters so much.

Designing your campaign QR code

A QR code that blends into a design is a QR code that does not get scanned. Visibility is the first design rule. The code needs enough contrast to be read by a camera sensor in mixed lighting, and enough size to be noticed at a glance. Both are non-negotiable.

Contrast and colour

The dark modules of the code must be at least 3:1 contrast against the background behind the code. Dark code on white or light paper is the safest choice. Avoid printing dark modules on coloured paper that reduces contrast — a navy code on charcoal paper is effectively invisible to a camera. Inverting (white on dark) works visually but many older scanners struggle with it, so test before printing a full run.

Size

For most print materials, aim for a minimum 2.5 cm (1 inch) square. A business card QR code can go as small as 1.8 cm if the URL is short, but anything smaller is risky on glossy or textured stock. For outdoor placements — A2 posters, banners, window stickers — scale up to 10 cm or more so people can scan from a metre or two away.

Quiet zone

Leave at least four modules (the width of four cells in the code grid) of blank space around all four edges. Printing text, images, or decorative elements inside the quiet zone confuses the scanner’s edge detection and causes failures at scale.

Logo overlays

Adding a logo to the centre of a QR code is possible because the QR standard includes error correction that allows up to 30% of the code’s modules to be obscured. In practice, keep the logo to no more than 20% of the code area to preserve a comfortable margin. Use a white or transparent background behind the logo so it does not bleed into adjacent modules. Always scan the final output before signing off on print.

For campaign codes, the QR code with logo generator produces high-resolution 1024×1024 PNG output with your brand mark centred in the code.

Strategic placement for maximum scans

Placement determines whether people even encounter your QR code. The single most important rule: put the code where people have both the time and the device ready to scan.

High-dwell environments

Locations where people linger — restaurant tables, waiting rooms, trade show stands, retail checkout areas, hotel rooms — consistently outperform high-traffic but low-dwell spots like transit ads. A diner studying a table tent has 10–15 minutes of idle time. A commuter walking past a platform poster has three seconds.

Product packaging

Packaging QR codes are opened in the home, where the customer already has their phone and ample time. The code can link to setup guides, recipe ideas, reorder pages, loyalty programmes, or warranty registration — all high-value post-purchase actions. See our guide to QR codes for product packaging for placement specifics.

Events and conferences

Badge QR codes, session slide decks, and printed brochures at events carry some of the highest scan rates of any marketing channel because attendees are already in an engaged, exploratory mindset. Link badge codes to LinkedIn profiles or contact vCards; link brochure codes to follow-up landing pages with exclusive attendee offers. Read more in our events QR code guide.

Real estate

For-sale signs, flyers, and property brochures remain one of the clearest print-to-digital use cases. A prospect driving past a property can scan and pull up photos, a virtual tour, or an agent contact form within seconds. Our real estate QR code guide covers sign placement, weather durability, and linking strategy.

What to put near the code

Every QR code should have a short call-to-action above or below it — “Scan to see the menu”, “Scan for 10% off”, “Scan to watch the video”. Without that prompt, many people do not recognise the square as something they should interact with, and those who do have no reason to bother. The CTA is as important as the code itself.

Tracking and measuring performance

The most reliable way to measure QR code performance without a paid dynamic code service is UTM parameters on the destination URL. A UTM-tagged URL looks like this:

https://example.com/offer?utm_source=flyer&utm_medium=print&utm_campaign=summer_sale

When someone scans and lands on that URL, Google Analytics captures the session under the campaign dimensions you set. You can then see sessions, bounce rate, and conversions broken down by flyer, poster, window_sticker, or whatever source labels you assign — giving you per-material attribution.

Build each print material its own distinct source parameter. Do not reuse the same UTM across multiple materials unless you want them to appear as a single traffic source. A flyer and a window cling promoting the same campaign should still have different source values so you can compare their performance and allocate future budget accordingly.

A/B testing your QR campaigns

A/B testing print campaigns is more constrained than digital testing, but it is not impossible. The simplest approach uses two destination URLs with different landing page variants and two QR codes with distinct UTM source parameters. Print equal quantities of each variant, distribute them in comparable locations, and compare conversion rates after an adequate exposure period.

Variables worth testing include:

• The call-to-action text adjacent to the code
• The placement of the code on the material (top vs bottom, front vs back)
• The code size (larger vs minimum viable)
• The landing page design (offer-focused vs brand-focused)
• The incentive (percentage off vs free item vs access to content)

Change only one variable per test. Changing the CTA text and the landing page simultaneously makes it impossible to know which change drove any difference in conversion.

Calls-to-action that drive scans

The call-to-action is the most frequently neglected part of a QR code campaign. Without a clear reason to scan, most people will not. Here are prompts that consistently perform well:

• Offer-driven: “Scan for 15% off your next order”
• Content-driven: “Scan to watch the full recipe video”
• Utility-driven: “Scan to connect to the conference Wi-Fi”
• Curiosity-driven: “Scan to see what happens next”
• Contact-driven: “Scan to save my contact details”

Match the scan incentive to the context. A restaurant flyer promising a loyalty discount will outperform “visit our website” because it gives a clear, immediate benefit. On a business card, “Scan to save my contact” is clearer than “Scan to learn more”. The best CTAs are specific about what the scan delivers.

CTA: Create a URL QR Code for Your Campaign

Common marketing mistakes to avoid

• Linking to a homepage: A homepage has too many competing paths. Send campaign traffic to a dedicated landing page that matches the print creative.
• Not testing before print: Test every code on both iPhone and Android and in the lighting conditions of the final placement environment before committing to a print run.
• Printing on reflective or textured stock: Foil finishes, heavy embossing, and glossy varnish can distort the code pattern. Request a matte finish or a dedicated uncoated panel for the code area.
• No mobile-optimised destination: Over 95% of QR code scans happen on mobile. If the landing page is not mobile-optimised, you lose nearly every scan.
• No analytics setup: Launching a campaign without UTM parameters or a short link with click tracking makes it impossible to measure ROI and improve future campaigns.
• Too small on outdoor materials: A 2.5 cm code is sufficient for a flyer held in hand, but it is invisible on a roadside banner. Scale the code proportionally to the expected scanning distance.