QR codes (quick response codes), those funky, graphic two-dimensional barcodes that can be scanned by a mobile device, are beginning to show up everywhere: I have seen them on the back of my cereal box, on my dog’s food, in the pages of magazines, and on posters. Initially created by Toyota in 1994 to track automobile parts, it is becoming clear to me that QR code's potential lies in allowing people to bridge the gap between the physical world and online resources almost instantly. By using the camera on one's smart device loaded with the appropriate software, users can take a picture of the code and automatically gather Web addresses, location and contact information, small amounts of text, and other important pieces of information. If there is an application for it in the world of advertising, there is most certainly an application for QR codes in the world of libraries.
There are a number of ways libraries can use QR codes in their own promotion:
· On displays – Use QR codes to link patrons to more information (formal displays, on shelf displays, and more. Link people to electronic versions of materials (such as electronic versions of print magazines), or to more information about overall display. Provide links to reader’s advisory, special collections, video or podcasts, surveys and more.
· On promotional material – Use QR codes to direct people to more information about a program or event, to the library’s website, facebook or twitter. QR codes can be used to direct patrons to the catalogue enabling them to place holds on books. An advantageous feature of QR codes: you can change the information behind the QR code without having to change or reprint the handout.
· On library cards – QR codes can be used to link the individual directly to her account so she can see what they have out, when items are due, if she has holds.
· On books – A QR code placed on a book could be used to lead the reader to the author’s blog or website, to a database with more information on the subject, to book trailers, or to book reviews.
· On signage – QR codes on signage in airports or on busses could be used to link a user to an e-book or e-audiobook which can download for their trip. On room names, a QR code could lead to more information about the person after whom the library was named, when the building was built or more.
· On mail – QR codes built into library letterhead or into the body of a letter could be used to direct the receiver to more information, explaining the contents of the letter. In an appeal letter, links to examples of what the results of increased funding would provide might better appeal to a donor.
· On gift certificates – If a QR code were placed on a library gift certificate, it would enable the potential user to further explore the library before visiting to acquire the card.
· Business cards – QR codes on business cards can enable the scanner to store library contact information directly into their device or contact the email or phone directly from the code.
· Staff uniforms or name badges – QR codes worn around the library by the staff working there could link patrons to information regarding promotion or event. Imagine a walking billboard.
· Tattoos - Use temporary QR Code tattoos for a library event can provide a fun talking point and kids love them.
Among the benefits of using QR codes in a library context is that creating a QR code is incredibly simple. There are a number of free QR code generators available (I’ve listed some below), with more advanced ones being able to embed security features. Many smart phones come with QR code reading software already installed, but there are a number of apps available for download specifically for the make and model of specific smart devices (again, I’ve listed a few below). A significant advantage to using QR codes is that patrons do not have to access a computer to access information; with the simple scanning of a QR code, smart devices become the source of their information. Further, QR codes are easy to use: rather than having to type in a long URL which may discourage users, the QR code simply directs the patron to the appropriate site, bypassing typos that may occur.
There are certainly drawbacks in using QR codes. Not everyone is aware of QR codes and as a result, not everyone who sees one will know to pull out a cell phone and take a picture of the matrix. Although the number is shrinking daily, not everyone owns a camera phone or other device (myself included!), and because many cell phones and devices do not include a QR reader, the software must be downloaded and tested. A QR code might direct users to a website that does not display properly on a cell phone. We must also be aware that some cell phones will come with a data plan that requires users to pay for data they access via their phone. Inevitably, there will be a population that will be excluded from the services provided via QR code use.
Best Practices:
There are very few caveats for using QR codes but among them are to use highly contrasting colours like black and white. If used on a poster, be sure the code is not cluttered by other information, making the code difficult to scan. Use a URL shortener to limit the amount of information required to be coded into the QR code. A significant advantage to using a QR code on posters, pamphlets and other promotional materials is that you can change the information behind the QR code without having to change or reprint the material.
Before your poster or pamphlet goes into production, test the QR code with various types of devices and QR code readers. People have different phones and their own favourite readers; make sure that yours works across various platforms. Ensure that the QR code leads to valuable content that compliments the original advertisement or information source; sending library users to your home page is redundant if what you intend them to access is more specific information. Instead, link users to your phone number, a registration page, or more information regarding a program or service. Use addresses with fewer characters to ensure that you generate a reasonably-size QR code. Larger codes may be tough to read for some, but websites like bitly, goo.gl, or tiny URL can shorten a URL with a couple of clicks. Finally, provide information for those users who do not know about QR code readers right in your pamphlet or poster so they know how to download an app to their device if they have not already done so.
Conclusion:
There appears to be a great deal of momentum being created by the uptake of QR codes in popular culture and advertising. For use of QR codes to succeed in public libraries, we need to make use of QR codes where they make our users’ lives easier. QR codes are not intended to replace human interaction, but rather to provide a shortcut to information for mobile users. In fact, QR codes can provide a shortcut to a human with whom to interact! We must keep in mind, especially in rural public libraries, that the digital divide still exists. Be cognisant of that, provide assistance at every step of the process from teaching patrons what QR codes are, to downloading apps to use codes, to making information accessible by QR codes relevant to them. Ensure that information provided by QR code link is also available via other means so those who are not ready to utilize this tool are not left out of access to information.
QR Code Generators are FREE!
· Kaywa allows generation of QR codes compatible with URLs, text, phone numbers and SMS
· QR Stuff allows colourful QR codes and codes that can be specified to email, videos, maps, calendars, paypal buy now links and more.
· ZXing Project requires providing contact information
· GOQR.ME allows URL, Phone, SMS and vCard codes to be generated.
· BeQRious provides the options of URL, social media (facebook, blogger, YouTube, etc.), graphical and map codes to be generated
· delivr allows URL, contact, SMS and phone, maps, emails, RSS feeds and more to be generated
Get your QR code reader to join the fun!
If your device is compatible, you can download a reader directly by visiting any of these web addresses:
Read what others are using QR codes for in libraries:
What I’m using QR Codes for:
Putting QR codes into practice was incredibly simple. I generated one based on my library’s facebook page and posted it on our library’s website: I have also placed it on our library gift certificates to link potential users to the library’s website allowing them to see the benefits of library membership before ever setting foot in the library. It is immediately apparent when looking at these two codes that the shorter the URL used, the simpler (and easier to read) the QR code is:
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| Follow us on Facebook! |
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| Camrose Public Library |
I have a library with a beautiful expanse of windows and I hope to use QR codes in the window to generate interest and discussion. A generously sized poster indicating an event would link individuals to more information regarding the event. Finally, you can bet I will be putting at least one QR code on the back of my business cards!
Read what I read:
Baker, L. (2010). Making physical objects clickable: using mobile tags to enhance library displays. Journal of Library Innovation, 1(2), 22-28.
Fletcher, J. (2010). Marketing for the QRious: the beginner’s guide to using QR codes for library promotions and resources. Multimedia Information and Technology, 36(3), 26-27.
Hampton, D., Peach, A. & Rawlings, B (2011). Reaching mobile users with QR codes. Kentucky Libraries, 75(2), 6-10.
Harris, C. (2010). QR codes in the library: use 2-D barcodes to offer the coolest services ever. School Library Journal, 56(10), 12.
Hicks, A. & Sinkinson, C. (2011). Situated questions and answers: responding to library users with QR codes. Reference & User Services Quarterly, 50(1), 60 – 69.
Porter, M. & King, D.L. (2011). QR codes in libraries: some examples. Public Libraries. May/June 2011, 25-29.
QR Codes (n.d.). Library success: best practices wiki. Retrieved from http://www.libsuccess.org/index.php?title=QR_Codes
Walsh, A. (2010). QR codes: using mobile phones to deliver library instruction and help at the point of need. Journal of Information Literacy, 5(1), 55-63.
Benefits and Challenges:
Love the idea of putting QR codes on the windows of the library as posters (or maybe you could get them printed on plastic/vinyl to make window 'clings'.
ReplyDeleteI love that idea, Joanne! I'll have to check into it. There's a little design shop across the street that just might be able to fill the bill!
ReplyDelete