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

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

ISSN: 1696-019X

Année de publication: 2024

Número: 39

Pages: 183-202

Type: Article

DOI: 10.31921/DOXACOM.N39A2189 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales

Résumé

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

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La source de données: Dialnet