The QR Code is a way to use the camera of a mobile device to capture a bit of data, be it text or a URL. The user snaps a photo of the square bar code and an application on the device makes the translation.

At the moment, the QR Code is a bit of a fringe technology, especially in the US. A key reason for this is that QR Code readers have not been built into devices in a seamless way. The Nokia N95 ships with QR code reading software, but it isn’t integrated into the core camera functionality.  The iPhone will only read QR Codes with a hack.  Most other phones will need to download and install an application like the Kaywa reader.

Nonetheless QR Codes are gaining traction in Europe and especially Asia. In Japan for example they are already used heavily. Consumers can preview movie trailers, make a doctor’s appointment, or pull up the nutritional info on their fast food. Here’s an NTT DoCoMo video explaining how it all works (via Japan Marketing News):

Consider for a moment that the QR Code is simply a device for getting a small bit of data into the phone. Is taking a photo of a bar code really the easiest way to do this? In most cases you need to open an application, line up the camera, and snap the photo. This seems like a pretty cumbersome process for end-users. So, why then are we seeing such traction? I’d say it has to do with a simple fact: QR Codes are cool. They look amazing and the process of capturing them is fun.

If the DoCoMo video represents the most dry and commercial application for QR Codes, a trend has broken out representing the other end of the spectrum. In today’s NY Times, Rob Walker writes about this phenomenon, citing a “QR-Code enhanced pixel scarf” which serves up video game inspired messages like “game over” or “insert coin for extra life”. A social application of QR Codes is a Facebook app that allows people to create “Add to Friends” codes for bags and clothing.

My former Digitas colleague, John Young has been pushing the limits of the QR code creativity by melding QR codes and needlepoint. His pillow is mentioned in the Times article.

If this flurry of early activity is a guide, I think the success of QR codes as a commercial tactic will be found by making the experience as whimsical and stylish as these creative examples.

(Scarf Illustration by Peter Arkle)