2D codes

There are a number of different 2D codes, but by far the most popular is the QR code. The QR (Quick Response) code was developed by Toyota subsidiary Denso Wave in 1994, and was originally intended to track vehicles during the manufacturing process.

Since then, and thanks to Japanese mobile phone companies including QR readers in their mobile/cell phones, they have developed into an extremely efficient marketing tool, when used in the right context.

QR codes

 

QR codes can be created by anyone and are licence free. Free QR readers are available for most smartphones with cameras, some already have the software included. QR codes can contain information such as links to websites, email addresses, MeCards (electronic business cards), SMS messages, simple text, calendar event reminders, and geolocation co-ordinates, to name but a few.

With a number of different error correction levels, QR codes can be customised to include logos, images, colours, and different shaped blocks. It is this flexibility that makes them more attractive, as they don't just have to be a collection of square black blocks on a white background.

Datamatrix codes

 

Similar in appearance to QR codes, but lacking the referencing squares, instead using an L shaped solid border on two sides, and alternating dark and light blocks on the other two sides. Datamatrix codes are primarily used in the Defence, Aeronautics, Medical, Pharmaceutical and Electronics industries.

Microsoft Tag

 

This is a proprietary code from Microsoft. Unlike Datamatrix and QR codes, the use of colour was designed into the codes from the start, and can use 4 colours (cyan, magenta, yellow and black) in a 5 x 10 grid, using triangles as the cells.

When using these tags, data is first sent to a Microsoft server, which then directs the user's internet enabled mobile device to the relevant website. This enables Microsoft to track users and provide analytical data to the website publishers.

Microsoft tags can be used in much the same way as QR codes.

BeeTagg

 

This is another proprietary code or mobile tagging system, and works in much the same way as Microsoft tag. Unlike the others, the ability to include a logo or image has been designed into the code. BeeTagg uses hexagonal shapes for the data cells.

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