QR Codes Explained: Types, Uses, Content and Configuration

QR codes are one of the simplest ways to connect the physical world to the digital one.

Put one on a café table and it can open a menu. Put one on a business card and it can save contact details. Put one on a product and it can open instructions, product information or a payment system.

The key is understanding what you want the QR code to do, what information it needs to contain, and how that information should be configured.

QR Code Content: Quick Reference

The important point is that most of these are not different QR Code technologies. They are different types of information encoded into a QR Code.

1. Website URL

The most common QR Code application is a URL.

Examples:

• Restaurant menu
• Business website
• Property listing
• Portfolio
• Product information
• Booking page

Required:

• Destination URL
• Static or dynamic decision
• Optional tracking parameters

For most businesses, this is the simplest and most flexible QR Code application.

2. Landing Page or Campaign URL

Instead of sending visitors to a homepage, send them directly to a page designed for a specific action.

Examples:

• Register for an event
• Claim an offer
• Download a guide
• Request a quote
• Enter a competition

Required:

• Landing page URL
• Campaign identifier
• Optional UTM parameters
• Analytics

For printed marketing, this makes it possible to measure traffic generated by the QR Code.

3. Plain Text

The actual text is stored inside the QR Code.

Examples:

• Short instructions
• Reference numbers
• Product information
• Short messages

Required:

• Text
• Character encoding
• Error correction level

The information cannot be changed without generating a new QR Code.

Do not use this method for passwords or confidential information.

4. Contact Details / vCard

A QR Code can contain structured contact information that a phone can offer to save as a contact.

Examples:

• Business cards
• Sales representatives
• Conference badges
• Property agents

Required:

• Name
• Organisation
• Job title
• Phone
• Email
• Website
• Optional address
• vCard format

Keep the contact record reasonably small. More data creates a denser QR Code.

5. Telephone Number

A telephone URI can open the phone dialler.

Example:

tel:+61212345678

Required:

• Telephone number
• Country code
• tel: URI

Useful on advertisements, business cards, service counters and support information.

6. Email

An email QR Code can prepare an email with the recipient, subject and optionally the message already entered.

Example:

mailto:hello@example.com

Required:

• Email address
• Optional subject
• Optional message
• Correct URL encoding

The user normally still needs to press Send.

7. SMS

An SMS QR Code can prepare a text message.

Required:

• Telephone number
• Optional message
• sms: URI

Useful for enquiries, registrations, customer responses and simple campaigns.

Device behaviour varies, so test it before deployment.

8. Wi Fi

A Wi Fi QR Code can contain the information required to connect to a wireless network.

A common structure is:

WIFI:T:WPA;S:NetworkName;P:NetworkPassword;;

Required:

• SSID
• Security type
• Password
• Hidden network status, if applicable

This is particularly useful in cafés, hotels, offices and accommodation.

Use a dedicated guest network rather than exposing credentials for a primary network.

9. Location

A QR Code can open a map location.

Required:

• Map URL, or
• Latitude and longitude

Examples:

• Business location
• Property
• Hotel
• Event venue
• Tourist attraction

A map URL is often the simplest option because it can open directly in a familiar mapping application.

10. Event / Calendar

A QR Code can provide calendar information or open an event registration page.

Required:

• Event name
• Start date and time
• End date and time
• Time zone
• Location
• Optional description
• Calendar format such as iCalendar

For public events, a registration URL is often simpler.

11. Social Media

Social media QR Codes normally contain a URL.

Examples:

• Instagram
• Facebook
• LinkedIn
• YouTube
• TikTok

Required:

• Profile URL

A multi link landing page can be more useful when several social networks need to be promoted.

12. App Download

A QR Code can send users to an application download page.

Required:

• Apple App Store URL
• Google Play URL
• Or a landing page that identifies the user’s device

A smart landing page is generally more flexible than encoding only one app store URL.

13. Payment

Payment QR Codes are different because the information must follow the requirements of the payment system.

Examples:

• QRIS
• Payment provider checkout
• Bank payment request
• Digital payment systems

Required:

• Payment scheme
• Merchant identifier
• Amount, if applicable
• Currency, where applicable
• Transaction reference
• Scheme specific data

A generic QR generator does not automatically create a valid payment QR Code.

For QRIS, use the appropriate QRIS merchant solution and its required specification.

14. PDF and Documents

The QR Code normally contains a URL to the document rather than the document itself.

Examples:

• Manuals
• Brochures
• Property information
• Menus
• Price lists
• Safety instructions

Required:

• Document URL
• Appropriate access permissions

Using a stable URL means the document can be updated without changing the printed QR Code.

15. Video and Audio

The QR Code links to hosted media.

Examples:

• Product demonstrations
• Property tours
• Training
• Audio guides
• Podcasts

Required:

• Media URL
• Appropriate access permissions
• Mobile compatible destination

Large media files should normally be hosted rather than encoded directly into the QR Code.

16. Authentication

QR Codes can also be used for login, authorisation and device pairing.

Examples:

• Application login
• Device authentication
• Session approval
• Account linking

Required:

• Authentication protocol
• Endpoint
• Unique token or session identifier
• Expiry
• Server side validation

These are specialised implementations and should not be treated like ordinary marketing QR Codes.

17. Digital Wallets

Digital wallets can use QR Codes to share addresses or payment requests.

Required:

• Wallet address
• Supported network
• Optional amount
• Protocol specific data

Always verify the destination before making a transaction.

18. Device Pairing

Some applications use QR Codes to configure or pair devices.

Examples:

• Smart home equipment
• Industrial equipment
• Application setup
• Device provisioning

Required:

• Device or application protocol
• Device identifier
• Pairing information
• Security or expiry data

There is no universal QR Code that automatically pairs every type of Bluetooth or smart device.

19. Product Identification and Traceability

QR Codes can carry product identifiers and related information.

Examples:

• Product identification
• Batch numbers
• Expiry information
• Recalls
• Warranty registration
• Product authenticity

Required:

• Applicable identification standard
• Product identifier
• Required attributes
• Data format

For retail and supply chain applications, GS1 Digital Link can connect standardised product identifiers with online product information.

Technical Types of QR Codes

The content above describes what the QR Code does.

Now we can look at the actual QR Code technologies used to encode that information.

20. Standard QR Code

This is the familiar square QR Code with three large position markers.

It is the default choice for most consumer and business applications.

Standard QR Codes have 40 versions, from Version 1 at 21 × 21 modules to Version 40 at 177 × 177 modules.

The required version depends on the amount of data and error correction level.

Typical uses:

• URLs
• Contact details
• Wi Fi
• Text
• Marketing
• Product information
• Payments

21. Micro QR Code

A smaller QR format designed for limited physical space.

It uses a single position detection pattern instead of the three used by standard QR Codes.

Typical uses:

• Small product labels
• Electronic components
• Compact industrial identification

It is designed for relatively small amounts of data.

22. rMQR Code

rMQR stands for rectangular Micro QR Code.

Instead of the traditional square shape, it uses a rectangular format.

Typical uses:

• Narrow labels
• Electronic components
• Industrial identification
• Manufacturing

It is particularly useful where a conventional square QR Code does not fit efficiently.

23. SQRC

SQRC is a specialised QR Code format developed by DENSO WAVE.

It supports controlled access to certain encoded information.

Typical uses:

• Industrial systems
• Asset management
• Controlled information

Compatible systems are required to use its protected information features.

24. Frame QR

Frame QR is a specialised format developed by DENSO WAVE that provides a flexible area within the QR Code design.

Typical uses:

• Branding
• Advertising
• Promotional campaigns
• Product authentication

It should not be confused with simply placing a logo over a conventional QR Code.

25. GS1 Digital Link

GS1 Digital Link is a standards based approach for representing product identifiers and related information in web addresses.

That URL can then be encoded into a QR Code.

Possible information includes:

• Product identification
• Batch information
• Expiry
• Product details
• Recall information
• Sustainability information

The QR Code carries the URL. GS1 defines how the product identification information is structured.

Static vs Dynamic QR Codes

This is another distinction that causes confusion.

Static and dynamic describe how the information is managed, not the physical QR Code format.

Static

The information is encoded directly into the QR Code.

Good for:

• Contact details
• Wi Fi
• Plain text
• Permanent URLs
• Fixed information

Advantages:

• Simple
• No QR management service required
• No subscription required for the code itself

Disadvantage:

Once printed, the encoded information cannot be changed.

Dynamic

The QR Code normally contains a URL that redirects through a service or system.

Good for:

• Marketing campaigns
• Menus
• Product information
• Campaign tracking
• Frequently changing destinations

Advantages:

• Destination can be changed
• Analytics may be available
• Printed material can be reused

Disadvantages:

• May require a subscription
• Depends on the redirect service
• Service failure can affect printed codes

There is a third option worth remembering:

A static QR Code pointing to a URL you control.

If the URL remains the same, you can change the content on your website without changing the QR Code.

QR Code Configuration

Once the content and QR Code format are selected, these are the main specifications to define.

Content

Define exactly what is being encoded.

• URL
• Text
• Contact record
• Wi Fi credentials
• Payment data
• Product identifier
• Other structured data

QR Code Format

For most applications:

Standard QR Code

For specialised applications:

• Micro QR
• rMQR
• SQRC
• Frame QR
• GS1 related implementations

Error Correction

Standard QR Codes provide four levels:

Higher correction means more redundancy and usually a denser symbol.

Choose the level according to the printing environment and design requirements.

Version

Standard QR Codes range from:

Version 1: 21 × 21 modules

to

Version 40: 177 × 177 modules

The required version is determined by the amount and type of data plus the error correction level.

You normally don’t need to choose the version manually. A competent QR generator calculates the smallest suitable version.

Quiet Zone

A standard QR Code requires a clear margin around the symbol.

The conventional minimum is four modules on each side.

Do not place text, borders or graphics inside this area.

Size

Physical size depends on:

• Data density
• Scanning distance
• Camera quality
• Printing quality
• Lighting
• Surface
• Viewing angle

A tiny QR Code on a business card has very different requirements from one on a billboard.

Colour and Contrast

The safest configuration remains:

Dark modules + light background

Custom colours are possible, but contrast must remain strong.

Avoid:

• Low contrast
• Busy backgrounds
• Gradients through the code
• Reflective surfaces
• Excessive logo coverage

Always test the final artwork.

File Format

For digital use:

• PNG
• SVG

For print:

• SVG
• PDF
• EPS where supported

For professional printing, vector output is generally preferable.

QR Code Specification Checklist

Before generating the final code, define:

The Bottom Line

For most businesses, the process is simple:

1. Decide what should happen when the code is scanned.

2. Choose the content type.

3. Decide whether the destination needs to change.

4. Use a standard QR Code unless you have a specific reason to use another format.

5. Configure the data, error correction, size and quiet zone correctly.

6. Test the actual finished code before printing thousands of copies.

The biggest mistake is treating a QR Code as the product.

It isn’t.

The QR Code is the bridge.

What matters is what sits on the other side of that bridge.