I never know whether to use a QR code or a link when creating a flyer. Is there an easy rule?
Question:
When I’m creating social media posts, flyers, and other materials for events with partner organizations, I don’t always know how to explain how we decide whether to use a QR code or a link. What’s an easy way to think about this?
— Tracy D., Baltimore, MD
The short answer
Yes! The trick is to think less about how you're creating the flyer and more about how the person you're trying to reach will see it.
Here's our favorite rule:
If your audience will see it on a screen, give them something to click. If they'll see it in the physical world, give them something to scan.
Start with the person seeing the flyer
Let's say you're designing a flyer on your computer. You plan to post it on Facebook.
The person who sees that flyer may also be looking at Facebook on their phone. If the flyer only contains a QR code, you're essentially asking them to scan a QR code that's already on the device they're holding.
Some phones can do that, but it can be tricky and adds unnecessary steps.
Instead, include a clickable registration link in the Facebook post itself. Now someone can simply tap the link and go where you want them to go.
The same principle applies when you're sharing a flyer through:
social media
email
a website
an electronic newsletter
The flyer can still contain a QR code—especially if the same design will also be printed—but don't rely on that QR code as the only way for someone viewing it online to take the next step.
Now imagine that same flyer hanging on a wall
This is where the QR code becomes really useful.
Someone sees your flyer at the library and wants to register for the event.
You could give them a web address to type into their phone, but if it's long or complicated, that's not especially convenient.
Instead, they can point their phone's camera at the QR code, tap the link that appears, and go directly to the registration page.
That's why QR codes can work especially well on:
printed flyers
posters and signs
brochures
handouts
presentation slides
displays at events
The person is looking at one thing and using their phone to reach another thing.
What if the flyer will be both printed and shared online?
That's very common—and you don't have to choose just one option.
You might put a QR code on the flyer because printed copies will be hanging around the library.
Then, when you share that same flyer on Facebook, include a clickable registration link in the text of the post.
If you email the flyer, put a clickable link in the email message.
If you put it on a webpage, provide a clickable link or button on the webpage.
Give people another option when you can
Even on a printed flyer, we wouldn't make a QR code the only way to get more information or register.
Not everyone has a smartphone handy. Someone may have trouble getting their camera to recognize the code. Or they may simply prefer another option.
When space allows, consider including both a QR code and a short, readable web address.
For example:
Register at wrighttolearn.com/register
Or scan the QR code with your phone's camera.
Now people can choose whichever method works better for them.
The takeaway
When you're designing a flyer, don't ask:
“Should this flyer have a QR code or a link?”
Ask:
“How will the people I'm trying to reach encounter this flyer?”
Then remember:
Seeing it online? Give them something to click.
Seeing it in person? Give them something to scan.
And if that same flyer is going to live in both places, it's perfectly fine to provide both options.
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