Quick Response (QR) codes have been around since the early 90’s and have been used to great success in some campaigns (Radisson hotels use them on their menus to send users to videos of dishes being prepared) and clumsily forced onto others with embarrassing results – QR code on your gravestone anyone? However, as highlighted in today’s , they have remained relatively popular with consumers, ever-eager to kill boredom with downloadable, quick content.
Their shortcomings, however, are many. The limited amount of content that can be stored means anything much more than a link to content stored elsewhere is pretty difficult and the fact that an Internet connection is required, to access anything online, means their use is limited to locations with connectivity. However most notably, from a design perspective anyway, is how unattractive they are. Ask a designer to shove a bar code on their carefully-constructed poster or website and they won’t be impressed.
Augmented reality is a much more accomplished piece of technology. Content can be more interactive and detailed and used to spectacular effect with 3D animations launching in front of your very eyes. Also the initiation of the content is hidden within the picture so no ugly mark needs to be added to the finished design to make it work.
As the technology people keep in their pockets improves so does the ability to see, download and consume more exciting content. I can’t help but think that, because of this fact, QR codes are ready to collect a pension and move to Florida for some sun.