QR Codes: Trendy Gimmick or Lasting Change?

The QR Code Revival

Once considered a failed experiment in marketing, QR codes have resurfaced with a fresh new look and purpose. The pandemic played a major role in this revival, turning smartphones into essential scanning tools for menus, event check-ins, and contactless payments. Now, in the age of smart packaging and digital consumer experiences, QR codes are finding their place on everything from cereal boxes to skincare bottles.

But does a QR code on packaging automatically equal value?

More Than Just a Square

The effectiveness of a QR code doesn’t lie in its appearance - it lies in what happens after the scan. For brands, simply slapping a code onto packaging isn’t enough. The true opportunity lies in creating engaging, valuable post-scan experiences.

Does the code offer exclusive content, rewards, or a fun interactive game? Or does it lead to a confusing website or a generic homepage? A poorly executed QR journey can frustrate users and damage brand perception.

Are Consumers Still Scanning?

Consumer behaviour is evolving. Some people scan QR codes without hesitation, curious about what’s behind them. Others have started to ignore them again, tired of being led to irrelevant pages or feeling that the value simply isn't there.

So, what makes a QR code worth scanning?

Value, simplicity, and curiosity. If users know they're getting something interesting or useful - like personalised product info, instant discounts, or a gamified experience - they're far more likely to engage.

Connected Packaging: The Bigger Picture

QR codes are just one part of a much broader trend: Connected Packaging. As brands explore smart labels, NFC tags, and augmented reality, QR codes remain a cost-effective and familiar gateway to digital content. But to ensure longevity, brands must focus on delivering seamless, meaningful experiences - not just more digital noise.

We help companies create meaningful, data-driven experiences through QR codes, smart labels, and connected packaging solutions that turn one-time scans into long-term engagement at Home - Appetitecreative.