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About Me
- Gordon Pritchard (a.k.a. gordo)
- Formerly Print Quality Marketing Manager for eleven years at Creo/Kodak. Presented at print technical conferences, trained printers and buyers regarding print quality issues in Europe, N. America, and S.E. Asia. Articles published in trade journals, co-authored TAGA paper on halftone screening, authored BRIDG's guide to halftone screening. Previously Technical Director of Western Canada's largest commercial sheetfed shop. For several years Professor of Digital Graphic Design at Emily Carr University. Former Creative Director at McCann Ericksson Vancouver. Currently looking for opportunities related to the subjects covered in this blog. Contact me at: pritchardgordon @ gmail (dot) com.
Past Topics - but not every topic covered is listed here.
- AM/XM Screening (27)
- Color alignment (41)
- Color tolerancing (9)
- competition (35)
- DMaxx (1)
- dot gain (12)
- Dot Shapes (5)
- FM screening (21)
- GCR (10)
- Ghosts (2)
- grey balance (6)
- Grey Levels (1)
- Grrrrrrrrrrr (5)
- Halftone Screening (36)
- Hi-Fi color (5)
- Ink (14)
- ink saving (10)
- Ink Sequence (4)
- Investments (13)
- jpeg (3)
- Loupes (2)
- lpi/dpi (5)
- Metamerism (1)
- Misc. (44)
- Moiré (8)
- Optical Brightners (6)
- Pantone (11)
- Paper (3)
- Print 09 (8)
- print buyer (15)
- printing press (35)
- Profit (6)
- proofing (9)
- quality (99)
- RE:Print (11)
- Registration (3)
- Reseparation for ink saving (9)
- Rosettes (4)
- Scanning (4)
- Screen angles (5)
- SID (8)
- Spot color (11)
- Success (64)
- Supplied art (24)
- TVI (10)
- UCR (2)
- Vendors (10)
- Wayback View (35)
Copyright Gordon Pritchard All Rights Reserved
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Hi, Gordon. Really good post. Your caveats about user awareness, smartphone use and installed QR Code reader software are well taken. (Minor correction: Ordinary feature phones with Internet access CAN use 2D codes, but their smaller display sizes, lack of touchscreen UIs and poor multimedia performance make it more problematic than is the case with smartphones.)
ReplyDeleteThe tipping point for this technology is coming sooner than many people expect. Android's and Nokia's default inclusion of reader software will be followed by Apple, HP/Palm and others. Different demographics will "get" the concept at different times, but the wave is most definitely coming.
The short-term fix for many QR Code campaigns is an action item -- usually based on SMS texting -- that lets the user easily install a reader for his or her particular phone. This need will go away eventually, but it has proven effective during the current "chicken-or-egg" stage of the trend.
The real issue is the quality of the mobile Web experience one experiences after scanning a code. Generating a QR Code (or any other type of 2D code) is only the beginning. If the Web landing page is not optimized for mobile devices, or if the overall mobile experience is not an engaging one, then potential customers will only be frustrated. Some companies have already figured this out. Check out Warbasse Design (http://www.warbassedesign.com) for some really good examples of how the print-to-mobile (or even TV-to-mobile) experience can benefit a marketing campaign.
It's a brave new world -- again.