QR Codes and Why They Suck

Before we get started with this, I'll warn you: This isn't a two-sided argument, this probably isn't even a fair dismissal. It's ultimately my own, skewed opinion of QR Codes, and how terrible I think they are. I'm not going to be singing their praises in any way. Not because I don't want to, but simply because I can't find a way to do it without sounding patronising or sarcastic.

As far as I'm concerned, QR codes are obnoxious un-popped whiteheads, spattered carelessly over the unwashed face of marketing.

Here are a few darn good reasons why I think all instances of QR codes should be flagged, destroyed and forgotten about:

Nobody knows what they are
I remember for a good while, I was seeing these little squares occasionally on posters or receipts. I presumed that they were alien things I should disregard and ultimately there for some sort of secret race of cyborgs, living amongst the humans, who had a way to interpret the little box of data, deal with the information and continue about their daily business. Brainwashing people or whatever they're up to these days.

I'm still not convinced people are any wiser about what they are today. Sure those nerds who have got a QR scanner app on their iPhone, or who have some other contraption to read them will be more knowledgeable, but ultimately that's a very small percentage of any target market (unless your target market is geeks specifically). Why do the firms that are putting QR codes in to their marketing material think that suddenly we're all going to whip out our scanner-equipped devices and scramble to scan their code merely to find out we've been whisked to the firm's utterly disappointing website?

For those people who have read thus far and not realised what a QR code is or looks like (despite having one as the image for this story, and the blasted things being plastered everywhere these days), here is a brief intro:

QR codes, or (presumably ironically named) "Quick Response" codes, are a square shaped block of smaller squares or dots arranged in a pattern, that when scanned by the right device, can reveal information. There are a few variations of the codes, and depending on a few variables (character set, version, error correction level) they can store between approximately 2000 and 7000 characters.

OK, so now you know the deal, let's continue to discuss why QR codes are bad.

I don't know what to do?
If I'm one of the countless members of the general public who may not be tech-savvy or up to date with the latest trends or marketing, then like my former self I'll have no idea what the QR codes are. Not only that but generally there's no instructions. There's nothing to say how or what I should do with this bit of data. Do I copy it down and use it to pay for things? Do I need to stare at it for 30 seconds then close my eyes to reveal a humerous image, like some sort of humiliating magic-eye trick? How do I interact with this... thing?

I need the technology to read them
Well, presuming I've worked out it's something that needs to be scanned (after all this is the future we're living in people), in order to read one, I need an app for my iPhone, or alternative some sort of expensive bespoke alien hardware. Already this is an issue, but luckily - as a designer - I'm legally bound to carry at least an iPhone 4 (although it should be a 4S by now, let's face it) at all times, to pledge my allegiance to the omnipresent fruit-shaped God of all things, the late, great, Mr Jobs.

So I have some hardware for the job (from the Jobs, for the job - you can use that if you like). Now I need the software. Right, almighty app-store, let's see what you've got. A few apps of varying quality, but ultimately a solution I'd wager. Great, so we're 2 steps closer to reading that QR code and tasting that sweet sweet nerdy-nectar reward.

I need to look like an idiot
As if I don't already look enough like an idiot through merely existing day-to-day; I now have to get my phone out and point it directly at the code in order to read it and hold my device there in front of it - DIRECTLY in front of it - for anywhere between 2 and infinity seconds while the code is scanned. A note for those trying this... Thou shalt not waver thine hand whilst said code is being readst. Alas if thou werest to quivver slightly, thus exponentially increasing the amount of time one shalt be holding said instrument and therefore liking ones-self to a cretinous halfwit.

They're a bit disappointing
Let's say for a moment that I've jumped through these countless hoops like some sort of mindless animal being forced to perform ballet for dodgy high-rollers down some back-alley. Now I get to the meat. The pay-load. This ultimate nerdy wet-dream of a piece of information. The anticipation has been built, the scene has been set but ultimately you just end up getting some useless phone number added to your contact list, or sent to some naff URL.

I need an internet connection
Not only do I get a disappointing pathetic tit-bit of information but I need an internet connection to visit it or interact with it. Now if you're anything like me, and have the latest software on your up-to-date phone with one of the biggest mobile phone network providers in the UK, then you'll be used to having no 3G and very little reception at the best of times, therefore rendering this entire QR code process farcical to say the very least.

To say that this entire process was testing my patience would be an understatement for sure.

What's wrong with a URL?
I know that a URL is not the only use for QR Codes, but the abuse of the codes seems to be mainly for providing access to something that could be done with a simple URL in most cases. So why replace a memorable URL, which I can note, and visit and tell my friends about, with a QR code which is static, and not something I can share as easily. Sure, I can share the end result, but then we're still having to use the code to get that. Another step in the sharing process.

"Hey Geoff, did you see that hilarious Marks & Spencer advert with the URL at the bottom? www.we-love-bums.com I think it was. Brilliant stuff, you should check it out!"

or

"Hey Geoff, did you see that hilarious Marks & Spencer advert with the bizarre alien code at the end? Yeah, I've no idea what it is or how to use it, but you should check it out if you're walking past and have some sort of translation device and an internet connection and the patience to look like an idiot while other people walk past and wonder whether you're taking a meter reading. Brilliant stuff."

Doesn't quite have the same ring to it.

They're downright ugly
This is my final point, and one that as a designer I feel is possibly the most important. They just look plain ugly. I don't know how to put this any clearer. They look terrible. There's nothing about that collection of oversized pixels that makes me think "Oh, what a lovely box!" or "Oh, isn't that just a delightful picture!" or "Oh damn! I wanna get that tattoed on me!"

Remember back in the late 90s where we all thought it might be quite trendy to get a bar-code tattooed on you somewhere, and then some people did and you realised it was a stupid idea? Well I've not really seen that happen with QR Codes. A bit of an aside, but you see what I'm getting at I'm sure.

So there you have it. My run-down of why we shouldn't be using QR codes. I expect there are appropriate uses somewhere, and maybe their saturation will prompt a better response from people, but ultimately they feel a bit like Minidisc players did when they came out. I had a minor desire to want to get one for various technical reasons, but the support, the practicality, the build-quality and the lack of widespread uptake meant that before too long they just kind of disappeared along with mega-bass personal cassette players and the like.

Fingers crossed we all realise QR codes are a waste of time and energy and can relegate them to "Betamax-status" before we all start mindlessly scanning adverts in the feint hope that something magical will happen.