QR code design best practices

A well-designed QR code is both on-brand and reliably scannable. These best practices help you avoid the most common pitfalls.

1. Maintain sufficient contrast

The QR code modules (dark squares) must be significantly darker than the background. A contrast ratio of at least 3:1 is recommended. Avoid pastel-on-pastel combinations.

2. Never invert colours

Do not use a light foreground on a dark background. While some modern scanners can read inverted codes, many cannot. Always use dark modules on a light background.

3. Keep the quiet zone intact

The QR code requires a clear border (called the "quiet zone") of at least 4 module widths on all sides. Don't crop it out or let other design elements encroach on it.

4. Test before printing

Scan the final QR code on at least two different devices (e.g. iPhone and Android) before sending to print. If it fails on either, the code has a problem regardless of how it looks visually.

5. Size it appropriately

Print at a minimum of 2 cm × 2 cm for codes that will be scanned from arm's length. Larger print → larger code → easier scanning. See the minimum size guide for specifics.

6. Use SVG for print

Always download in SVG format for anything that will be printed. PNG loses quality when scaled up. SVG is vector-based and stays sharp at any size.

7. Add a frame with CTA text

Codes with visible call-to-action text ("SCAN ME", "SCAN TO ORDER") get scanned more frequently. Give people a reason and an instruction.