Estrategias y directrices para la configuración estética del QR en publicidad

Bibliographic Data

ID21777362
AuthorsRaquel Ávila Muñoz (0000-0001-6798-6829, Universidad Complutense de Madrid), Gema Bonales Daimiel (0000-0003-2085-2203, Universidad Complutense de Madrid), Fernando Suárez Carballo (0000-0001-7498-6595, Pontifical University of Salamanca)
Year2024
Pages183-202
Publication date2024-07-01
Open AccessYes
TypeARTICLE
VenueDoxa Comunicación Revista interdisciplinar de estudios de comunicación y ciencias sociales (JOURNAL)
Journal identifiersISSN: 1696-019X • E-ISSN: 2386-3978
PublisherFundacion Universitaria San Pablo CEU (PUBLISHER)
DOI10.31921/doxacom.n39a2189
OpenAlexW4400403712
LanguageES
References cited42

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

Business · Communication and COVID-19 Impact · Computer Science · QR Code Applications and Technologies

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