A poster QR code works when it is big enough to scan from where people actually stand, sits on a clear patch of the design, and tells the reader what they get for scanning. Most failed poster codes miss on one of those three, not on the code itself.
This guide covers sizing by viewing distance, placement on the layout, what the code should open, and how to measure whether the poster is working.
How big should a QR code on a poster be?
A common rule of thumb is a scanning distance of about ten times the code's width. A code 10 cm wide scans comfortably from about one metre; a code 3 cm wide only works at arm's length. Posters are read from further away than flyers, so size the code for the furthest realistic standing point, not for someone leaning in.
| Where the poster hangs | Typical viewing distance | Starting code width |
|---|---|---|
| Notice board, corridor wall | 0.5 to 1 m | 4 to 6 cm |
| Shop wall, waiting room | 1 to 2 m | 8 to 12 cm |
| Bus shelter, street frame | 2 to 4 m | 20 to 30 cm |
These are starting points derived from the ten-to-one rule, not a standard. Print a proof at final size, tape it up, and scan it from the spot where a person would stand. The QR code print size guide explains how module size, density and distance interact.
Where should the code go on the poster?
- Lower right or lower centre. Readers finish the headline and image first, then look for the action. A code in the top corner is read as decoration.
- On a clean, light block. Leave the full quiet zone, four modules of empty margin under ISO/IEC 18004, and keep photos, gradients and text out of it.
- At eye level or just below. People scan with their phone held at chest height, so a code placed above head height on a wall poster is hard to frame.
- Away from folds, staples and tape. Wrinkles distort modules.
What should a poster QR code open?
Pick one outcome and say it in a short line next to the code: "Scan to book a table," "Scan for the full programme," "Scan to join the waitlist." A poster that only says "Scan me" gives no reason to take out a phone. Send the scan to a mobile page that loads fast on a weak connection, since many posters are in lobbies, stations and car parks with poor signal.
If the poster will hang for months or you want to swap the offer later, use a dynamic QR code. The printed pattern stays fixed while the destination changes, so a campaign page can be replaced by the next campaign without a reprint.
How do you tell which posters get scanned?
Create a separate code for each location or print run, then compare scan counts. Ten identical posters with one shared code tell you the campaign got scans but not where. Ten posters with ten codes tell you which site works. QR code tracking covers the setup, and a tagged landing URL lets your web analytics attribute the visits too.
Related: flyers and brochures, billboards, all placements, exporting SVG for large-format print.