Boundaries Workshop: The evolving consumer - QR Codes

QR codes are those intricate little black and white squares we see now and again, that we are semi-consciously aware of, but never exploit. The Japanese have used them since 2006, and they were surfacing in the UK not long after, however, they've never been entirely mainstream until recently.

Pepsi Have introduced their "Get a kick" campaign, which facilitates the use of a QR code on the side of their can. In a few simple clicks users can snap an image of the icon using their mobile phone, then, use an application that deciphers the data stored within the code which links the user directly to the brands online content. The benefit being the user no longer has to input a web address using fiddly little buttons, simply capturing an image and 1 or 2 taps later they've been hooked.

What does this new technology say about consumers as an audience? It is surly justifiable to assume that consumers are becoming increasingly more aware of technological advancements. And further more, QR codes show that consumers are now developing the skills & confidence to use electronic devices to take advantages of new ways of accessing information & advertising. During the nineteens it was standard procedure for companies like Pepsi to buy into expensive high-profile celebrity endorsement of their products. Now it seems designers are reacting to the fact the consumer is becoming immune to this method and techniques such as QR codes are being birthed.