Estrategias y directrices para la configuración estética del QR en publicidad

  1. Raquel Ávila-Muñoz 1
  2. Gema Bonales-Daimiel 1
  3. Fernando Suárez-Carballo 2
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

  2. 2 Universidad Pontificia de Salamanca
    info

    Universidad Pontificia de Salamanca

    Salamanca, España

    ROR https://ror.org/02jj93564

Revista:
Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales

ISSN: 1696-019X

Año de publicación: 2024

Número: 39

Páginas: 183-202

Tipo: Artículo

DOI: 10.31921/DOXACOM.N39A2189 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales

Resumen

QR codes are sometimes used as a vital component of digital marketing strategies that seek to attract consumers' attention by converting their dull, black-and-white, checkered appearance into attractive designs. However, as changes to their visual appearance can lead to scanning failures, an understanding of the technical requirements and limitations of this technology is essential in order to develop a viable creative strategy. To this end, a semi-systematic review of the literature was carried out for the purpose of gathering information on possible strategies for enhancing QR codes without compromising their functionality, and to provide guidelines for manually customising these codes in a way that is effective. The aim of this paper is to reveal the amount of research that has focused on the relationship between the aesthetic characteristics of QR codes and their advertising effectiveness. The main findings include a scarcity of scientific analysis regarding this issue, yet multiple opportunities for the artistic modification of QR codes due to recent advances in generative artificial intelligence

Referencias bibliográficas

  • Ads of the World. (s. f.). Feel It For Yourself. Ads of the WorldTM | Part of The Clio Network. Recuperado 3 de julio de 2023, de https://tinyurl.com/bdfmfh6r
  • Albuquerque, D. D., Shukla, V. K., Verma, A., Tyagi, S. K., y Sharma, P. (2020). Enhancing sustainable customer dining experience through QR code and geo-fencing. Proceedings of International Conference on Computation, Automation and Knowledge Management, ICCAKM 2020, 190-196. https://doi.org/10.1109/ICCAKM46823.2020.9051470
  • Alfi. (2022, marzo 8). Role of QR codes in advertising 2022. Satista. http://tinyurl.com/59hpc56z
  • Ávila Muñoz, R., y Bonales Daimiel, G. (2023). Códigos QR personalizados y creación de marca: Un estudio etnográfico pospandemia. [RMd] RevistaMultidisciplinar, 5(2), 229-244. https://doi.org/10.23882/rmd.23177
  • Aydin, A. F., Çakir, T., y Salar, M. (2019). QR code as a corporate marketing tool. En New Approaches in Media and Communication (pp. 379-396). Peter Lang AG.
  • Ballesteros-López, L., Mejía-Vayas, C., Armas-Arias, S., y Castro-Altamirano, C.-S. (2023). QR Codes as a Strategy in Political Marketing 2.0. En M. V. García & C. Gordón-Gallegos (Eds.), Lecture Notes in Networks and Systems: Vol. 678 LNNS (pp. 3-13). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-031-30592-4_1
  • Bao, J., Tao, J., Wen, C., y Zhang, J. (2017). Design and Implementation of an APP-Based Intelligent Service System. Frontiers in Artificial Intelligence and Applications, 296, 125-133. https://doi.org/10.3233/978-1-61499-785-6-125
  • Beliūnas, L. (2023, junio). Goodbye to boring old QR codes. [Publicación]. LinkedIn. https://tinyurl.com/2p9nwt6f
  • Berndt-Morris, E., y Chrenka, K. (2014). The plan behind the scan: Using QR codes as a service and marketing tool. Library Hi Tech News, 31(10), 17-19. https://doi.org/10.1108/LHTN-08-2014-0065
  • Bobmath. (2013). Example QR code, highlighting functional elements. https://tinyurl.com/2zdv8esc
  • Chen, L. (2011). The Seat QR Code Ads Personify the BlackBerry Barcode. TrendHunter - Clever Brand Melding Ads. https://tinyurl.com/mphjke4y
  • Codina, L., Morales-Vargas, A., Rodríguez-Martínez, R., y Pérez-Montoro, M. (2020). Uso de Scopus y Web of Science para investigar y evaluar en comunicación social: Análisis comparativo y caracterización. index.comunicación, 10(3), 235-261. https://doi.org/10.33732/ixc/10/03Usodes
  • Covic, Z., Viktor, U., Simon, J., Dobrilovic, D., y Stojanov, Z. (2016). Usage of QR Codes in Web Based System for the Electronic Market Research. En A. Szakal (Ed.), 2016 IEEE 14th Iinternational Symposium on Intelligent Systems and Informatics (SISY) (pp. 187-192). IEEE. https://doi.org/10.1109/SISY.2016.7601494
  • Cox, R. (2012, abril 12). QArt Codes. research!rsc: https://tinyurl.com/yfz24ap5
  • Dagalp, I., y Södergren, J. (2023). On Ads as Aesthetic Objects: A Thematic Review of Aesthetics in Advertising Research. Journal of Advertising, 1-22. https://doi.org/10.1080/00913367.2023.2183286
  • Demir, S., Kaynak, R., y Demir, K. A. (2015). Usage level and future intent of use of quick response (QR) codes for mobile marketing among college students in Turkey. En C. Zehir y E. Ozdemir (Eds.), Proceedings of the 3rd International Conference on Leadership, Technology and Innovation Management (Vol. 181, pp. 405-413). https://doi.org/10.1016/j.sbspro.2015.04.903
  • Denso. (s. f.-a). QR Code development story Technologies DENSO WAVE. QR Code development story,Technologies, DENSO WAVE. Recuperado 9 de abril de 2023, de https://tinyurl.com/2hvwdhka
  • Denso. (s. f.-b). QRcode.com DENSO WAVE. Recuperado 6 de julio de 2023, de https://tinyurl.com/mt423wy8
  • eMarketer. (2020, septiembre 9). Mobile QR scanner usage in the U.S. 2025. Statista. http://tinyurl.com/yvwujuwb
  • Fine, M., y Clark, M. (2015). Here to stay or a thing of the past? A study into the perception of quick response codes. Journal of Digital and Social Media Marketing, 3(2), 189-199.
  • Haisheng, L., Huafeng, H., y Fan, X. (2021). QR Code Style Transfer Method Based on Conditional Instance Regularization. En G. Bebis, V. Athitsos, T. Yan, M. Lau, F. Li, C. Shi, X. Yuan, C. Mousas, y G. Bruder (Eds.), Advances in Visual Computing (Vol. 13017, pp. 15-26).Springer. https://doi.org/10.1007/978-3-030-90439-5_2
  • Haraikawa, T., Mizuno, S., Nishi, H., y Shiomi, A. (2013). QR-Label printing system for superstores enabling visually impaired customers to identify purchased products. En 2013 IEEE 2nd Global Conference on Consumer Electronics, GCCE 2013 (pp. 402- 406). https://doi.org/10.1109/GCCE.2013.6664871
  • Hattula, S., Walter, D., y Bornemann, T. (2015). Consumer choice among product assortments in virtual QR code stores. En 2015 International Conference on Information Systems: Exploring the Information Frontier, ICIS 2015.
  • Ho, W.-E., Ong, L.-Y., y Leow, M.-C. (2022). Blended QR Code for Digital Advertising. 2022 IEEE International Conference on Artificial Intelligence in Engineering and Technology (IICAIET), 1-6. https://doi.org/10.1109/IICAIET55139.2022.9936832
  • Ho, Y.-H., Chou, T.-R., Lu, C.-S., y Wang, H.-C. (2022). Printed Aesthetic Quick Response Codes. Sensors and Materials, 34(5), 1917-1926. https://doi.org/10.18494/SAM3491
  • Hossain, M. S., Zhou, X., y Rahman, M. F. (2018). Examining the impact of QR codes on purchase intention and customer satisfaction on the basis of perceived flow. International Journal of Engineering Business Management, 10, 1-11.
  • https://doi. org/10.1177/1847979018812323
  • Huang, H.-S., Lee, W.-P. H., Lu, C.-S., Chou, T.-R., y Wang, H.-C. (2020). Exploring the integrated application of aesthetic QR code in video. En Proceedings of the 3rd IEEE International Conference on Knowledge Innovation and Invention 2020, ICKII 2020, 152- 155. https://doi.org/10.1109/ICKII50300.2020.9318853
  • Kang, S., y Choi, H. (2019). Motive and attitude to use QR code as an advertising and publicity media: An empirical study. Journal of System and Management Sciences, 9(4), 111-126.
  • Kim, J., y Yu, E. A. (2013). Exploring the effect of personal traits on advertising combining TV and the QR code. International Journal of Mobile Communications, 11(3), 262-278. https://doi.org/10.1504/IJMC.2013.055336
  • Kim, Y. G., y Woo, E. (2016). Consumer acceptance of a quick response (QR) code for the food traceability system: Application of an extended technology acceptance model (TAM). Food Research International, 85, 266-272. https://doi.org/10.1016/j. foodres.2016.05.002
  • Kjeldsen, K., Nodeland, M., Fagerstrøm, A., y Pawar, S. (2023). The Relative Impact of QR Codes on Omnichannel Customer Experience and Purchase Intention. Procedia Computer Science., 219, 1049-1056. https://doi.org/10.1016/j.procs.2023.01.383
  • Li, L., Qiu, J., Lu, J., y Chang, C.-C. (2016). An aesthetic QR code solution based on error correction mechanism. Journal of Systems and Software, 116, 85-94. https://doi.org/10.1016/j.jss.2015.07.009
  • Li, T., y Messer, K. D. (2019). To scan or not to scan: The question of consumer behavior and QR codes on food packages. Journal of Agricultural and Resource Economics, 44(2), 311-327.
  • Liu, X., Zhang, Z., y Ou, B. (2022). Quick Response Code Beautification Based on Mask Pattern Optimization. 2022 IEEE 24th International Workshop on Multimedia Signal Processing, MMSP 2022. IEEE. https://doi.org/10.1109/MMSP55362.2022.9949537
  • Luque Ordóñez, J. (2012). Códigos QR. Manual formativo de ACTA, 63, 9-28. https://tinyurl.com/2s3prpnk
  • Ma, Z., Yang, X., Fang, H., Zhang, W., y Yu, N. (2023). OAcode: Overall Aesthetic 2D Barcode on Screen. IEEE Transactions on Multimedia, 1-12. https://doi.org/10.1109/TMM.2023.3239755
  • McCurry, J. (2020, diciembre 11). «I’m pleased it is being used for people’s safety»: QR code inventor relishes its role in tackling Covid. The Guardian. https://tinyurl.com/yva97mwp
  • Meydanoğlu, E. S. B., Çilingirtürk, A. M., Böhm, S., y Klein, M. (2018). QR code advertising: A cross-country comparison of Turkish and German consumers. En International Journal of Internet Marketing and Advertising, 12(1), 40-68.
  • https://doi.org/10.1504/ IJIMA.2018.089201
  • Meydanoǧlu, E. S. B., Klein, M., y Çilingirtürk, A. M. (2015). Impacts of QR codes on buying decision process of Turkish consumers. International Journal of Technology Marketing, 10(3), 287-311. https://doi.org/10.1504/IJTMKT.2015.070643
  • Murphy, P. (2020, diciembre 3). Behind the Cover: BMF Australia champions the QR code’s comeback - AdNews.https://tinyurl.com/2c6btpvp
  • nhciao. (2023a, junio 5). ControlNet for QR Code [Reddit Post]. r/StableDiffusion. https://tinyurl.com/4cfab7yv
  • nhciao. (2023b, junio 26). Successfully hide the positioning point of the QR code! More effects come out [Reddit Post]. r/ StableDiffusion. https://tinyurl.com/3cs4u82j
  • Okazaki, S., Navarro, A., Mukherji, P., y Plangger, K. (2019). The curious versus the overwhelmed: Factors influencing QR codes scan intention. Journal of Business Research, 99, 498-506. https://doi.org/10.1016/j.jbusres.2017.09.034
  • Ozkaya, E., Ozkaya, H. E., Roxas, J., Bryant, F., y Whitson, D. (2015). Factors affecting consumer usage of QR codes. Journal of Direct, Data and Digital Marketing Practice, 16(3), 209-224. https://doi.org/10.1057/dddmp.2015.18
  • Park, J.-E., Park, J., y Lee, M.-J. (2012). LiQR: A QR code-based smart phone application supporting digital marketing. Lecture Notes in Electrical Engineering, 203 LNEE, 929-941. https://doi.org/10.1007/978-94-007-5699-1_94
  • Patel, P., y Cata, T. (2013). QR Code: A New Wave for Mobile Marketing. En K. Soliman (Ed.), VISION 2020: Innovation Development Sustainability, and Economic Growth (Vols. 1-3, pp. 483-488). Vienna Univ Technol; Int Business Informat Management Assoc.
  • Pena-Pena, K., Lau, D. L., y Arce, G. R. (2022). Colored-QRNet: Fast QR Code Color Image Embedding. 2022 30th European Signal Processing Conference (EUSIPCO), 583-587. https://doi.org/10.23919/EUSIPCO55093.2022.9909599
  • Pratas, J., y Oliveira, Z. (2023). QR Codes Research in Marketing: A Bibliometric and Content Analysis. Smart Innovation, Systems and Technologies, 337 SIST, 275-287. https://doi.org/10.1007/978-981-19-9099-1_19
  • QR Diffusion. (s. f.). Recuperado 8 de julio de 2023, de https://tinyurl.com/2p923md3
  • Sang Ryu, J., y Murdock, K. (2013). Consumer acceptance of mobile marketing communications using the QR code. En Journal of Direct, Data and Digital Marketing Practice, 15(2), 111-124. https://doi.org/10.1057/dddmp.2013.53
  • Santos, J. F. (2015). QR Code adoption and mobile marketing practices in Portugal: An empirical study. International Journal of Marketing and New Media, 3(5), 5-23.
  • Silva Ordonez, F., Medina Chicaiza, P., y Sarzosa Rivera, S. (2016). Estudio de factibilidad para publicitar productos empresariales con códigos QR. 3C TECNOLOGIA, 5(3), 1-19. https://doi.org/10.17993/3ctecno.2016.v5n3e19.1-19
  • Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333-339. https://doi.org/10.1016/j.jbusres.2019.07.039
  • Su, H., Niu, J., Liu, X., Li, Q., Wan, J., y Xu, M. (2021). Q-Art Code: Generating Scanning-robust Art-style QR Codes by Deformable Convolution. En Proceedings of the 29th ACM International Conference on Multimedia, 722-730. https://doi.org/10.1145/3474085.3475239
  • Tallapragada, M., y Hallman, W. K. (2018). Implementing the National Bioengineered Food Disclosure Standard: Will consumers use QR codes to check for Genetically Modified (GM) Ingredients in food products? AgBioForum, 21(1), 44-60.
  • Trivedi, R., Teichert, T., y Hardeck, D. (2020). Effectiveness of pull-based print advertising with QR codes: Role of consumer involvement and advertisement appeal. European Journal of Marketing, 54(1), 145-167. https://doi.org/10.1108/EJM-06-2018-0383
  • Tsai, M.-J., y Peng, S.-L. (2023). QR code beautification by instance segmentation (IS-QR). Digital Signal Processing, 133, 103887. https://doi.org/10.1016/j.dsp.2022.103887
  • Tsai, M.-J., Wu, H.-Y., y Lin, D.-T. (2023). Auto ROI & mask R-CNN model for QR code beautification (ARM-QR). Multimedia Systems, 29(3), 1245-1276. https://doi.org/10.1007/s00530-022-01046-x
  • Virulkar, P., y Bhute, A. (2016). Location based advertisement publishing by using Wi-Fi and QR codes. Proceedings of the 2015 International Conference on Green Computing and Internet of Things, ICGCIoT 2015, 1316-1321.
  • https://doi.org/10.1109/ ICGCIoT.2015.7380670
  • Vorobchuk, M., y Skliarenko, N. (2022). Artistic language of coded information: The principles of visual communication signals design. New Design Ideas, 6(1), 40-50. https://tinyurl.com/fjj59zc3
  • Wong, G., Greenhalgh, T., Westhorp, G., Buckingham, J., y Pawson, R. (2013). RAMESES publication standards: Meta-narrative reviews. BMC Medicine, 11(1), 20. https://doi.org/10.1186/1741-7015-11-20
  • Xu, M., Li, Q., Niu, J., Su, H., Liu, X., Xu, W., Lv, P., Zhou, B., y Yang, Y. (2021). ART-UP: A Novel Method for Generating Scanning- Robust Aesthetic QR Codes. ACM Transactions on Multimedia Computing, Communications, and Applications, 17(1), 1-23. https://doi.org/10.1145/3418214
  • Xu, M., Su, H., Li, Y., Li, X., Liao, J., Niu, J., Lv, P., y Zhou, B. (2019). Stylized Aesthetic QR Code. IEEE Transactions on Multimedia, 21(8), 1960-1970. https://doi.org/10.1109/TMM.2019.2891420
  • Yang, S.-H., Phan, H. T. T., Hsieh, C.-M., y Li, T.-N. (2022). What Intentions and Interesting Information Can Attract Consumers to Scan QR Code While Buying Eggs? FOODS, 11(9). https://doi.org/10.3390/foods11091259
  • Yang, Y., Gao, Z., y Zhai, G. (2021). LRS-Net: Invisible QR Code embedding, detection, and restoration. En 2021 International Conference on Visual Communications and Image Processing (VCIP), 1-5. https://doi.org/10.1109/VCIP53242.2021.9675327
Fuente de los datos: Dialnet