QR Code Standards and Best Practices

QR codes (or Quick Response codes) are machine-scannable images that can be read with a smartphone camera. They commonly contain links to websites and can quickly connect users to a URL. QR codes can be found on printed posters, flyers, post cards, or presentation slides to direct users to more information on a given topic.

What to consider

When using QR codes:

  • Keep URLs short. Short URLs mean less information is contained in the QR code making it easier to read. Note that any changes to a web page's address will break the QR code unless redirected.
  • QR codes are meant for printed materials, presentations, or in-person situations where people are more likely to use their phones to quickly access as web page. Avoid using QR codes on websites, social media, or emails: Users can click hyperlinks on those platforms. 
  • Track your usage. Measure your QR code usage to see how your marketing efforts are working.

Generating a QR Code

Anyone can set up a QR code using platforms such as Adobe, Bitly, or Canva, but be sure to consider how you can track link clicks and scans to measure campaign success. The DAP Learning Series: Creating Your Own Campaign URL Builder training offers a helpful introduction. Best practices include:

  1. Testing the QR code with your mobile phone
  2. Including the shortened version of the link below the QR code on your printed piece. That way, people who do not understand how to scan these codes can still easily get to your website using a campaign-tracked link.

EERE uses a shared Bitly account to shorten URLs. By setting up the QR code through the digital team, we can ensure that we're able to redirect the QR code in the future if needed.

Requests for EERE codes should go to the EE Communications inbox and cc: Alexis Powers. Please provide the destination URL and suggest a unique, identifiable campaign name, e.g. 2023 Wind Workshop.

Accessibility

Like all other components of federal publications, QR codes should be Section 508 compliant. For QR codes, these best practices should be followed:

  • Include what the QR code links to (the original URL, email address, etc.) in text adjacent to the code. 
  • When considering QR code placement on a banner or signage, place it somewhere that is also accessible to people using wheelchairs. Never place it somewhere that is difficult to scan.

More Information

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