Let’s get one thing straight — I am not bashing QR Codes. There are times when using QR codes works extremely well and produces great results. However, no one should use multiple QR codes on any editorial or advertising page. Using multiple QR codes on a page is distracting to the reader, takes away valuable real estate, and will infuriate any art director since QR codes (not the editorial/advertising content) is now the focal point on the page. Instead of placing multiple QR codes on a page, I would recommend using digital watermarking similar to how Coastal Living recently implemented our technology.
In their February issue, Coastal Living placed 8 watermarks on a page. Readers can scan the photos and vote on their favorite coastal town. Additionally, Coastal Living is using Digimarc's Pop-up Label Overlays to ensure people are voting for their favorite coastal town. After scanning, text appears on the phone and users can click on the text to vote.
Now imagine how this page would look with 8 QR codes. (If your stomach is churning, you are correctly envisioning this example.)
Am I biased? Absolutely. But how can you dispute that Digital Watermarking is the most elegant solution for making print interactive? If you disagree, let me know. firstname.lastname@example.org