Moodstocks » A QR code is not a call-to-action!

Posted on 2,Aug | Posted by Clément Delangue

Last week, we’ve launched the invisible QR Code. And as expected, it raised many concerns on social networks. If we had to summarize them, it would be something like: “QR Codes are calls-to-action. So if you make them invisible, why will people scan ?”.

But the point is precisely that a QR Code is NOT a call-to-action because:

1) If people don’t know what a QR Code is, basically they don’t even see it. Some are even thinking it’s used for internal purpose, as barcodes are.

2) If people know what a QR Code is, then they have no idea what reader they should use or what content they’ll get.

To adapt a good formula from Tracy Falke speaking of Augmented Reality, QR Codes are the “how”, what we need is the “why” which is precisely the right call to action:

- Gaumont Pathé tells you to scan this movie poster with their app to book your ticket on the go.

- Castorama tells you to scan this product with their app to order it from its catalogue.

- Auchan tells you to scan this product with their app to get an associated recipe.

So a lonely QR Code won’t make it. End users will need explicit details. Obviously Quick Response Codes are just a technology, and as such, they must fade away behind what really matters, the service the brand wants to provide to its users! That’s why we designed the invisible QR Code to let people scan the poster instead!

About Clément Delangue

Comments

By Guest

205 days ago

This is debatable (I’m sure many have debated it!) and poses many challenges for market adoption.

First, a QR code is becoming a recognizable “icon” that indicates a specific action. But, it is not a ‘call to action’ with regard to “why” someone should bother. Frequently, the mobile engagement is disconnected from the print in terms of Creative.

Image recognition requires specific, traditional, “call to action” language. But, an “invisible QR” is a hybrid that requires a User to use a QR Reader where there is no visible QR code. . .

So, in addition to a “call to action,” it also needs to explain why someone is using a QR Reader when there is no QR code.

It’s a conundrum.

By Clément Delangue

203 days ago

I fully agree when you say that “Image recognition requires specific, traditional, “call to action” language.” But the very same goes for QR Codes. And that’s the point of my article.

When it comes to the paradox of communicating about the INVISIBLE QR code, you’re right. That’s why we prefer image recognition to the invisible QR Code so far

Thanks for you feedback. Feel free to communicate me your identity for us to be able to continue our discussion on other media if needed,

Cheers,

Clément

By QRCodeQuantum

203 days ago

“1) If people don’t know what a QR Code is, basically they don’t even see it. Some are even thinking it’s used for internal purpose, as barcodes are.”

False. All young (<30) people know what QR codes are. QR codes are spreading, and it's only a matter of a couple of years for everybody to know how to use/scan QRCodes.

"2) If people know what a QR Code is, then they have no idea what reader they should use or what content they’ll get."

Ok, but will they know that Castorama or any other client using Moodstocks APIs have themselves an application to recognize the items they want to buy ?
As you can see, same problem for Moodstocks-powered apps and QRcodes Readers !
And if Castorama advertised their app, close to the item (like "download our app on iTunes!"), why wouldn't they simply put a QRCode on this item, redirecting to their mobile website ??
Furthermore, we can imagine that someday, QRCode scanning will be embedded in the iPhone Camera app, don't you think ? Hard to make it more simple : ONE protocol (the QRCode), in the OS.

"So a lonely QR Code won’t make it."
Wrong. (IMO) : See my answer to point 1)

People will have to download and use dozens of Moodstocks-powered apps AND CHOOSE THE APPROPRIATE APP DEPENDING OF THE NATURE OF THE ITEM TO SCAN ?
Nonsense. I am too lazy for that … I'd prefer to launch my camera Apple app on my iphone, scan the QRCode and being automatically redirected to the appropriate mobile website (or maybe app?). Because i am LAZY. (And I don’t want to wait. I want the information, and fast please.)

Now take a real use case.
In your youtube video showing the usage of Moodstocks APIs in the Gaumont Pathé app, the guy has to :
1) take out his smartphone out of his pocket.
2) Launch the Gaumont pathé app (not the Allociné one, be careful!!). Let's assume that the guy is smart and knows that this movie is screened in Gaumont/Pathé cinemas. So he launches the Gaumont/Pathé app…
3) Go the the scan button.
4) Carefully frame the poster, hope that there are not too many reflections on the glass protected the poster, hope that the exposure/contrast will be ok (f*** this is not a backlighted advertisement poster!), hope that the pic will not be blurred, etc…
5) Wait 'til the Moodstocks APIs search and find the item. And we know it can be long. And we know it can fail (image recognition is still a difficult task)
6) Finally get the info. Ooch.

How I’d like things to happen ? :
1) I take out my smartphone out of my pocket.
2) I Launch the Apple/Android Camera app
3) I barely/loosely frame the QRCode. A QRCode is black & white, so no need to worry about the contrast. QRcodes have distinguishable shapes (rectangles, triangles, …) so no need to worry if I move a little bit…
4) Apple software notifies me that it has recognized a QRCode and can redirect me to an URL in Safari Mobile
5) I get the info. Nice. Simple. I am not too tired.

How I’d really do things in the real world, if I came across a poster of a movie I am interested in :
1) I’d launch the Allocine app (because _it is known for_ having a pretty good database !!)
2) I’d begin to type the name (because afterall the best scanner/reader are my eyes+brain) of the movie. No need to type the whole name, allociné app has already found it ! Great !
3) I have the info.
This is the fastest way to get what I am interested in : info about this movie. BECAUSE I AM LAZY (As you can see, we don’t always need QRCodes…)

Make it simple. Dead Simple. Ubiquitous computing –what we are all running after– must be simple, dead simple. Because we are lazy. And impatient.

By Patrick Donnelly

203 days ago

I call to action is a process in my head – with a UX user flow.

I think its about the language used to encourage a user to make that action. A QR is a technology that can help that, or an SMS, or web url.

I understand that you think QR has a few challenges, which it does, but it is just a tool. There are some great uses of it and some bad uses.

My question is if a company is trying to use QR codes to promote image recognition, which is very cool by itself, why use QR as as the starting point visually. I think image recognition will become mass adopted by its far away ( from day to day use ) but it will have WORSE problems with calls to action.

So, in summary. I think QR codes are a great way to connect people to brands, however their are implementation strategies that are better and worse, and their are other great UX cases that could offer the same or better experience on mobile.

Patrick, QrArts

By Clément Delangue

203 days ago

Thanks Patrick for contributing.

I agree with you when you say that both QR Code and image recognition are tools that can be used in a good or a bad way. Howewer, as tools, they are not totally neutral and influence the way marketers design an interactive campaign.

My point with this article was to show that thinking that a QR Code is a call-to-action (and that nothing else is needed) is a mistake and can influence the quality of some QR Codes campaigns.

On the contrary, with image recognition – and the invisible QR Code – things are clear and so brands have no choice but to understand that they have to design a good call to action if they want people to scan (and they definitely know how to do it).

But that’s definely just one point amongst many that differentiate image-recognition from QR Codes. And I totally agree that both have their positive/negative aspects.

I would love to continue the discussion if you want. Don’t hesitate to drop me a line or two on this blog or by mail. Also, if you happen to come to Paris soon, tell me so that we could meet up.

Cheers,

Clément

By QRCodeQuantum

203 days ago

“1) If people don’t know what a QR Code is, basically they don’t even see it. Some are even thinking it’s used for internal purpose, as barcodes are.”

False. All young (<30) people know what QR codes are. QR codes are spreading, and it's only a matter of a couple of years for everybody to know how to use/scan QRCodes.

"2) If people know what a QR Code is, then they have no idea what reader they should use or what content they’ll get."

"So a lonely QR Code won’t make it."
Wrong. (IMO) : See my answer to point 1)

Make it simple. Dead Simple. Ubiquitous computing –what we are all running after– must be simple, dead simple. Because we are lazy. And impatient.

By Laurent

202 days ago

Salut Clémént,
Comme demandé, je te laisse un commentaire.
Je partage ton point de vue et celui de Tracy Falke. En effet, le QRcode n’a aucun intérêt intrinsèque et seule l’expérience finale compte. Au détour d’un produit, d’une affiche, etc.., le photographier devrait permettre d’enrichir la réalité. Il est vrai également que la réalité est parfois pauvrement enrichie (voir pas du tout). Mais il ne s’agit là pour moi que d’un point de vue marketing. Celui des annonceurs, des agences, des marques. Même si cela est l’un de ses principaux usages, je pense que le QRcode n’est pas qu’une techno “marketing”. Je trouve à ce petit carré techno-tatoo beaucoup de “classe” graphique (ce qui explique mon goût pour le travail des artistes et designers de QRcode). Ce qui m’attire le plus dans cette empreinte techno est le secret qu’il contient. J’aime à l’idée que chacun puisse librement, et sans autre contrainte que celle de savoir le générer et le diffuser, produire un cadeau caché, un mot d’humour, d’amour, une création graphique, une mémoire, un service utile, une oeuvre personnelle, un témoignage, une invitation, une chanson, un souvenir… enfin, tout ce que tu veux ou presque. En 1 clic, il ouvre une quatrième dimension à notre quotiden. Je suis à ce titre fan du travail artistique et conceptuel de Sweza. En fait, j’ai commencé à me passionné aux QRcodes lorsque j’ai découvert son travail sur la mémoire des graffitis (http://bit.ly/qGfmd0). Le QRcode devient donc un icône, un langage, une pierre de Rosette ; le rendre invisible est donc en opposition avec tout ça. Cependant, je suis très curieux par cette “annonce”. Pour tout te dire, j’hésite entre joke et innovation. Si cela est une réalité, je suis curieux de comprendre comment ça marche et quels en seraient les usages ? J’aimerai connaître ton point de vue sur la valeur ajoutée de cette innovation. Je me demande également quelle est la plus value par rapport à la reconnaissance d’image, sauf à rendre tous les lecteurs compatibles avec le QRcode invisible (je ne crois pas à une techno propriétaire qui nécessite ses propres outils). Donc beaucoup de questions. Je mets dans mes objectifs celui de répondre à ton invitation dans vos locaux. A bientôt donc.