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1. QR Codes
Are you leveraging a new way to
communicate?
White paper | April 2011

2. Shikatani Lacroix is a leading branding and design firm
located in Toronto, Canada. The company wins
commissions from all around the world, across CPG, retail
and service industries, helping clients achieve success
within their operating markets. It does this by enabling its
clients’ brands to better connect with consumers through a
variety of core services including corporate identity,
naming and communication, brand experience, packaging,
retail, wayfinding and product design.
About the Author
Diane Mullane, Senior Account Director
Diane Mullane is the Senior Account Director at Shikatani
Lacroix. Diane provides the senior leadership required to
ensure that clients receive the highest level of account
service, project management and strategic insight. Diane’s
career spans 22 years working with the industry’s pre-
eminent brands, as well as retail leaders in private label
development. She has expertise in both graphic standards
practices and account management applied to various
disciplines such as packaging, corporate and brand identity
programs. Diane began her career as a graphic designer for
Canadian Tire, then moved into account management for
Interbrand Design Associates and Watt International,
among others. Diane holds an Associate degree from the
Ontario College of Art and Design.
White paper | April 2011 | QR Codes | 1

3. What are QR Codes and how can you take advantage
of this technology?
QR codes, or quick response codes,
are two-dimensional codes that direct
users to sites where they can read data
and media available through the code.
Decoding software on camera phones
interprets the codes that can be found
on product labels, billboards, and
buildings inviting passersby to pull out
their mobile phones and uncover the
encoded information.
QR codes and other two-dimensional
codes are expected to achieve
widespread use this year – and for
good reason. Consumers want
immediate access to what’s relevant and QR codes are
being used to make that possible.
If you’re not yet familiar with QR codes, they’re similar to
the barcodes used by retailers to track inventory and price
products at point of sale. The key difference between the
two is the amount of data they can hold or share. Bar codes
can only hold up to 20 numerical digits, whereas QR codes
are two-dimensional and can hold thousands of
alphanumeric characters of information.
White paper | April 2011 | QR Codes | 2

4. Although this technology has been around for over 20
years, initially making a big splash in Japan in the
mid-1990s, it is only since the introduction of smart phones
featuring cameras that its usage has grown.
Some interesting statistics:
• There has been a 1200% increase in scanning from
July to December 2010
• 57% of Facebook and Twitter users said they have
scanned a mobile bar code at least once in the past
year
• Apple (68%), Android (26%) and Blackberry (4%) QR
usage rates by platform
• Starbucks is starting to use QR codes for payment
How does it work?
Data can be translated into a QR code by any
QR generator, many of which are available for
free online. Users enter the data to be
translated and the generator produces the
code, which can then be displayed
electronically or in printed format. Any mobile
camera phone that has a QR reader can
decode the information. QR readers for camera
phones are also available for free online.
Once the software is loaded, a user points the
cell phone camera at the code and scans it. The
software interprets the code and the cell phone
will either display the text or ask to launch a
browser to display the specific web page.
White paper | April 2011 | QR Codes | 3

5. QR codes containing information can appear on packaging,
magazines, signs, buses, business cards, or just about
anywhere users might need information. This opens up a
wide range of possibilities for marketers to connect with
their customers and share pertinent information regarding
their product. QR codes give marketers the ability to
measure response rates with a high degree of precision,
allowing for easier ROI (return on investment) calculation,
thus helping justify spending on marketing budgets.
Potential uses for QR codes:
• Additional, detailed nutritional information
• Recipes
• Valuable coupons and special offers
• Information on the product usage, benefits
• Link to specific blog posts or Facebook page
• Customer feedback forms
• Brochures and other marketing materials
• Sides of trucks and trailers
• Product tags and packaging
• Restaurant menus
• Event ticket stubs
• Point-of-sale receipts
• In-store displays
• Translate information into customer’s native language
• Business cards
• Contests
• Websites
• Email marketing
White paper | April 2011 | QR Codes | 4

6. No license required
The use of QR codes is free of any license. The QR code is
clearly defined and published as an ISO standard. QR is a
registered trademark of Denso Wave, a subsidiary of
Toyota. Denso Wave has elected not to exercise its patent
rights of QR codes and that has encouraged their
widespread use.
The potential for QR Codes is limitless. What’s most exciting
is how they take what social media is doing well – bringing
people together with technology – and extending it to
enhance the experience, (www.socialmedia.com).
The next generation of barcodes could hold even more
information - making an Internet connection
unnecessary. The content could all be successfully
embedded in the code.
White paper | April 2011 | QR Codes | 5

7. Reference materials
QR codes
http://en.wikipedia.org/wiki/QR_code
Educause Learning Initiative
http://www.educause.edu/ELI/
7ThingsYouShouldKnowAboutQRCod/163728
Power Creative, Digital Marketing
http://www.powercreative.com/blogs/digital-marketing/7-
things-you-need-know-about-qr-codes
Search engine land
http://searchengineland.com/what-is-a-qr-code-and-why-
do-you-need-one-27588
Social Media Examiner
http://www.socialmediaexaminer.com/how-qr-codes-can-
grow-your-business
For more information, contact:
Jean-Pierre Lacroix, President
Shikatani Lacroix
387 Richmond Street East
Toronto, Ontario
M5A 1P6
Telephone: 416-367-1999
Email: jplacroix@sld.com
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