• Updated in March 2026

Using QR codes in your reports and marketing campaigns: a practical guide

A QR code, or Quick Response Code, is a two-dimensional grid of small squares that forms a machine-readable barcode capable of storing information.

Unlike traditional barcodes that contain data in a single horizontal line, QR codes store information both horizontally and vertically. This allows them to hold far more data than they’d be able to otherwise and makes them readable from multiple angles.

When scanned with your smartphone camera, the code instantly directs you to the information embedded within it. This might be a website, a file download, contact details or another digital action. In simple terms therefore, a QR code is essentially a bridge between physical materials and digital content.

A brief history of QR codes

QR codes were invented in 1994 by Denso Wave, a subsidiary of Toyota.

Their original purpose was neither for marketing nor communication. Instead, they were developed to help track vehicles and parts during the manufacturing process. They did this by allowing components to be scanned more quickly and efficiently on production lines, previously multiple barcodes were being used on each item owing to their capacity limitations.

Over time, their advantages; speed, reliability and high data capacity made them useful in many other contexts.

Indeed today, QR codes are one of the most widely used forms of two-dimensional barcode technology. Their adoption accelerated significantly during the COVID-19 pandemic as organisations looked for contactless ways to share information, from restaurant menus to check-in systems.

How are QR codes different from traditional barcodes?

Traditional barcodes, such as those used on what you buy in the supermarket, store data in a series of vertical lines. Because the data is arranged in a single direction, they must be scanned in the correct way orientation wise. These barcodes usually contain only a small amount of information, which is then linked to a database storing details such as product name, price or inventory.

QR codes work differently. Because they store information in both directions, both horizontally and vertically, they can hold significantly more data and can be scanned from almost any angle.

Another important difference is that QR codes can contain the information itself, rather than simply referencing it in a database.

For example, a QR code can directly contain:

• a website URL
• contact details
• Wi-Fi login information
• event tickets
• or instructions for sending an email or message

It is this flexibility which makes QR codes so useful in everyday communication.

How QR codes work today

One of the reasons QR codes have become so widely used is that modern smartphones make them incredibly easy to scan. Most now recognise them automatically. You simply open your camera, point it at the code and a link or action appears on the screen. There is no need to download separate scanning software as you once did.

Some of the most common uses include:

Marketing and advertising
QR codes can link posters, billboards or print adverts directly to websites, landing pages or campaign content. And with tracking properly enabled you can better see which channels and formats are driving conversions.

Digital business cards
They can store contact details so someone can instantly save information to their phone or into their CRM. You can also use QR codes on your business card so people can scan to view a brochure, or a landing page on your website.

App downloads
QR codes can link directly to relevant apps within mobile app stores.

Payments
Many mobile payment systems use QR codes for fast transactions.

Tickets and event check-ins
Digital tickets and registration systems often use QR codes for quicker scanning than manually checking paper tickets. This is a real opportunity if you’re hosting an event as it not only saves checking people against paper lists but helps in the follow up admin.

Navigation and directions
QR codes can open maps showing the location of a business or event.

Coupons and promotions
Businesses often use QR codes to share discounts and special offers.

Using QR codes in reports and publications

QR codes can be particularly effective when used within printed reports and publications. Printed documents naturally have space limitations in terms of page size and number, but QR codes give you a way to extend the content beyond the page.

For example, a QR code in a report might link to:

• interactive data dashboards
• video explainers
• additional research or datasets
• downloadable resources
• campaign websites

This allows organisations to have the best of both worlds, print with the flexibility of digital media. And, as outlined above, with tracking set up you can get a better idea of the information your audience considers valuable.

Consequently, for research organisations, consultancies and charities publishing complex information, QR codes can significantly enhance how audiences engage with the material. To find out how else our typesetting team can add value to your reports click here.

Best practices when using QR codes

While QR codes are simple to create, a few design considerations can make a significant difference to how effective they are.

Provide context
Always explain what the user will get or where they’ll be taken by scanning the code. A prompt such as “Scan to download the full report” or “Scan to view the interactive map” increases engagement.

Make the code large enough
QR codes that are too small or placed in busy layouts can be difficult / impossible to scan.

Test the experience
Always always always test the code across multiple devices, it’s best to try on both Android and Apple, to ensure it works.

Link to specific content
Sending users to a homepage just to get traffic to your website isn’t going to be helpful long term. Link directly to content which builds upon what they’ve been reading in print.

Using QR codes in reports, when done so thoughtfully removes barriers and make it easier for audiences to access information.

Used effectively, they help organisations guide audiences from a printed page, poster or product directly to deeper digital content. This can enable you to cater to a reader who only wants the headline information in print and the reader who wants to get right into the data by providing that data online.

To understand more about how you can make the most of your printed materials have a word with our team today.