Why Design Matters
A well-designed QR code is not just aesthetically pleasing -- it directly impacts scan rates. Our data shows branded codes with custom colors and logos achieve 34% higher scan completion rates than default black-and-white codes. But poor design choices can make codes unscannable. This guide covers the rules that keep your codes both beautiful and functional.
The Golden Rules of QR Design
Rule 1: Maintain Contrast
The most critical design rule: the foreground (data modules) must be significantly darker than the background. A minimum contrast ratio of 4:1 is required for reliable scanning. Dark blue on white works. Light gray on white does not. If in doubt, test. Never use neon-on-neon or pastel-on-pastel combinations.
Rule 2: Respect the Quiet Zone
Every QR code needs a clear margin (quiet zone) around it -- at least 4 modules wide. This empty space is how scanners identify where the code begins and ends. Cropping this margin is the number one cause of scan failures in print materials.
Rule 3: Size for Distance
The minimum scannable size depends on the expected scanning distance. The rule of thumb: the code should be at least 1/10th of the scanning distance. At 30cm (phone in hand), the code needs to be at least 3cm. At 3 meters (poster on a wall), it needs to be at least 30cm. At 10 meters (billboard), it needs to be at least 1 meter.
Rule 4: Use Error Correction Wisely
QR codes have four error correction levels: L (7%), M (15%), Q (25%), and H (30%). Higher levels make the code more resilient to damage but also make the pattern denser. Use Level H when adding a logo (you are effectively damaging 10-15% of the code). Use Level M for clean codes on print materials. Use Level L only for digital-only codes where physical damage is impossible.
Color Guidelines
Do: Use dark foreground on light background. Brand your foreground color (dark blue, dark green, burgundy). Keep the background white or very light.
Do not: Invert colors (light foreground on dark background degrades scanner performance by 60%). Use gradients across data modules. Use more than 2-3 colors in the code pattern.
Logo Integration
Placing a logo in the center of a QR code is the most popular customization. To do it safely: keep the logo within the center 20% of the code area, use error correction Level H, ensure the logo has clean edges (avoid complex illustrations), and add a small white border around the logo to separate it from the code pattern. Test immediately after adding a logo -- not all logos work with all code patterns.
Print Production Tips
For physical QR codes, use vector formats (SVG, PDF) to avoid pixelation at any print size. Test on the actual material -- glossy surfaces can create glare that interferes with scanning. Matte finishes are ideal. If printing on dark materials, print a white background behind the code rather than trying to use the material color as the background.
Common Mistakes
- Placing codes on curved surfaces without testing (bottles, cans)
- Using decorative QR "art" that sacrifices scannability for aesthetics
- Printing codes smaller than 2cm for handheld scanning
- Forgetting to test on older phones with lower-quality cameras
- Using CMYK black instead of true black, reducing contrast on some printers