It is great to see that Mini Cooper based their March 2011 Wired Magazine ad on a QR code. But unfortunately, form did not follow function. The ad looks interesting, funky and hip. But Mini's ad agency overlooked some of the basic requirements to allow the code to be readily scanned and used.
As a result, many people who try to scan this wont be successful, may get frustrated and won't download their app. Even with lots of experience reading 2D codes, I had trouble and almost gave up. I even wondered if it actually was a live code. Here are a few of the reasons for the problems.
Not enough quiet zone: QR codes are supposed to be printed with a minimum of 2 module wide quiet zone, which is a blank space between the edge of the code and any printing or border. In this ad, there is less than one module of space. Notice the very thin white border. Far too little for most code readers to find the code.
Printing close to the spine of the magazine: If normally held, the right part of this code will be obstructed by page to the right of it.
Curvature of the magazine: given the size of the code it is hard to get the code flat, when QR codes are distorted they become hard to read.
Length of the URL encoded: The QR code contains http://www.miniusa.com/virtualmini. This could have been shortened to make the QR code smaller and easier to read. Just shortening "virtualmini" to "vm" might have helped.
I expect that this ad was not tested as thoroughly as it could have been and that the designers let their artistic inclinations get ahead of practical considerations.These issues could be easily fixed. It is great to see major brands embracing QR technology. However, lets hope they learn to employ it a bit more care. If they do, customers will be happier and the brands will get better results.
Jim:
ReplyDeleteAll I can say is, what a shame, but none of this surprises me. As great as it is to find companies wanting to make use of 2D technology, very few are doing their homework and paying attention to best practice. Nice find.
Roger Marquis
2D Barcode Strategy
www.2dbarcodestrategy.com
concept good, execution bad. they had a great idea once you installed the app of having that little mini floating on the screen against whatever background you pointed your camera at. But at this stage of the game, they're probably asking too much of the consumer to struggle scanning the code, download the app and then use it. Too many hoops too little payback
ReplyDelete