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

Los códigos QR se presentan en ocasiones como protagonistas de estrategias de marketing digital que buscan atraer la atención de los consumidores mediante la transformación de su anodino aspecto de cuadros blancos y negros en atractivos diseños. Sin embargo, los cambios en su apariencia pueden provocar fallos en el escaneo, por lo que conocer los requisitos y limitaciones técnicas de esta tecnología es fundamental para poder plantear una estrategia creativa viable. En este trabajo se realiza una revisión semi-sistemática de la literatura con el objeto de recopilar información sobre las posibles estrategias para afrontar su embellecimiento sin poner en riesgo su funcionalidad y extraer unas directrices que sirvan de guía para su personalización manual efectiva. Así mismo, se busca conocer hasta qué punto se ha estudiado la relación entre las características estéticas del QR y su eficacia publicitaria. Como principal hallazgo, se pone de manifiesto la ausencia de estudios científicos que analicen esta cuestión y se revelan las múltiples oportunidades que surgen a raíz de los recientes desarrollos que utilizan inteligencia artificial generativa para la manipulación artística del código.

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Fuente de los datos: Dialnet