QR Code Placement Rules
A 2 cm code on a poster viewed from a meter away will not scan, no matter how good the design is. Sizing and placement kill more QR campaigns than anything else, and both come down to a handful of rules you can apply with a tape measure.
Size Guidelines
The 10:1 Rule
Minimum size = Scanning distance ÷ 10
Examples:
- 30 cm scanning distance = 3 cm QR code
- 1 meter scanning distance = 10 cm QR code
- 3 meters scanning distance = 30 cm QR code
Minimum Sizes by Application
- Business cards: 1.5 x 1.5 cm
- Flyers: 2 x 2 cm
- Posters: 5 x 5 cm
- Billboards: Calculate based on viewing distance
Resolution Requirements
- Print: 300 DPI minimum
- Digital: 72 DPI for screens
- Large format: Use vector (SVG)
Placement Principles
Eye Level Positioning
- Place at eye level when possible
- Consider seated vs. standing viewers
- Account for children vs. adults
- Avoid extreme angles
Accessibility
- Wheelchair accessible height
- Well-lit areas
- Flat surfaces
- Unobstructed access
Visibility
- High-traffic areas
- Natural sight lines
- Contrasting backgrounds
- Complementary surroundings
Environment Considerations
Indoor Placement
- Consider lighting conditions
- Avoid reflective surfaces
- Account for foot traffic
- Consider seating arrangements
Outdoor Placement
- Weather protection
- Sunlight and glare
- Vandalism prevention
- Durability of materials
Surface Types
Best Surfaces
- Flat, matte finishes
- Light backgrounds
- Stable, fixed positions
- Clean, undamaged areas
Challenging Surfaces
- Curved surfaces (reduce size)
- Reflective materials (test carefully)
- Textured surfaces (ensure contrast)
- Moving objects (use larger sizes)
Context-Specific Guidelines
Retail
- At checkout: 5 x 5 cm minimum
- Product tags: 1.5 x 1.5 cm
- Window displays: 10 x 10 cm
- Shelf labels: 2 x 2 cm
Restaurants
- Table tents: 3 x 3 cm
- Menus: 2 x 2 cm
- Window stickers: 8 x 8 cm
- Receipts: 2 x 2 cm
Marketing Materials
- Business cards: 1.5 x 1.5 cm
- Brochures: 2 x 2 cm
- Posters: 5 x 5 cm minimum
- Banners: Scale appropriately
Packaging
- Small packages: 1 x 1 cm
- Medium packages: 2 x 2 cm
- Large packages: 3 x 3 cm
- Boxes: 3 x 3 cm
Quiet Zone Requirements
What is the Quiet Zone?
The blank space around a QR code needed for scanning.
Minimum Requirements
- At least 4 modules wide
- Approximately 10% of code size
- Must be consistent color
Common Mistakes
- ❌ Text too close to code
- ❌ Decorative elements in quiet zone
- ❌ Border touching the code
- ❌ Insufficient margin in design
Call-to-Action Placement
Best Practices
- Place CTA above or below the code
- Use clear, action-oriented language
- Keep it brief: "Scan to order"
- Ensure CTA doesn't invade quiet zone
Effective CTAs
- "Scan for menu"
- "Scan to pay"
- "Scan for 20% off"
- "Scan to learn more"
Testing Protocol
Before Deployment
- Test at intended distance
- Test with multiple devices
- Test in actual lighting
- Test at different angles
- Get feedback from others
Common Issues to Check
- Scanning reliability
- Time to scan
- User experience
- Error handling
Measurement and Optimization
Track Performance
- Scan rates
- Time to scan
- Successful vs. failed scans
- User feedback
Iterate Based on Data
- Adjust size if needed
- Improve placement
- Update calls-to-action
- Test alternatives
The two-minute field test
Before any print run: stand where your audience will stand, hold your phone the way a stranger would (one hand, no patience), and scan the mockup at actual size. If it takes more than about two seconds to register, the code is too small or the contrast too weak for that distance. Fix it on paper, where it costs nothing.
