Personalised QR codes and branding: a post-pandemic ethnographic study

• Autor(a) principal: Ávila Muñoz, Raquel
• Data de Publicação: 2023
• Outros Autores: Bonales Daimiel, Gema
• Tipo de documento: Artigo
• Idioma: spa
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.23882/rmd.23177
• topic: Código QR; Marketing móvil; Comunicación visual; Publicidad; Creación de marca; QR code; Mobile marketing; Visual communication; Advertising; Branding

QR codes, originally seen as an ephemeral fad with a certain aura of modernity, have undergone a remarkable transformation in their function, becoming a popular marketing and advertising tool, especially in the wake of the COVID-19 pandemic. The visual appearance of these codes and the ability to establish a meaningful connection with the brand being promoted are important factors that directly influence the public's willingness to scan. In order to shed light on the nature of this trend, this ethnographic study has revealed a limited degree of personalisation in QR codes. This limitation results in a missed opportunity to incorporate distinctive brand elements into the design of the codes, which would allow for more persuasive visual communication and a more harmonious and appealing aesthetic presentation.