Estrategias y directrices para la configuración estética del QR en publicidad

• Raquel Ávila-Muñoz ^[1] ; Gema Bonales-Daimiel ^[1] ; Fernando Suárez-Carballo ^[2]
  1. [1] Universidad Complutense de Madrid

     Universidad Complutense de Madrid

     Madrid, España

     
  2. [2] Universidad Pontificia de Salamanca

     Universidad Pontificia de Salamanca

     Salamanca, España

     
• Localización: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales, ISSN 1696-019X, Nº. 39, 2024, págs. 183-202
• Idioma: español
• DOI: 10.31921/doxacom.n39a2189
• Títulos paralelos:
  • Strategies and guidelines for the aesthetic design of QR codes in advertising
• Enlaces
  • Texto completo
• Resumen
  • español

    Los códigos QR se presentan en ocasiones como protagonistas de estrategias de marketing digital que buscan atraer la atención de los consumidores mediante la transformación de su anodino aspecto de cuadros blancos y negros en atractivos diseños. Sin embargo, los cambios en su apariencia pueden provocar fallos en el escaneo, por lo que conocer los requisitos y limitaciones técnicas de esta tecnología es fundamental para poder plantear una estrategia creativa viable. En este trabajo se realiza una revisión semi-sistemática de la literatura con el objeto de recopilar información sobre las posibles estrategias para afrontar su embellecimiento sin poner en riesgo su funcionalidad y extraer unas directrices que sirvan de guía para su personalización manual efectiva. Así mismo, se busca conocer hasta qué punto se ha estudiado la relación entre las características estéticas del QR y su eficacia publicitaria. Como principal hallazgo, se pone de manifiesto la ausencia de estudios científicos que analicen esta cuestión y se revelan las múltiples oportunidades que surgen a raíz de los recientes desarrollos que utilizan inteligencia artificial generativa para la manipulación artística del código.

  • English

    QR codes are sometimes used as a vital component of digital marketing strategies that seek to attract consumers' attention by converting their dull, black-and-white, checkered appearance into attractive designs. However, as changes to their visual appearance can lead to scanning failures, an understanding of the technical requirements and limitations of this technology is essential in order to develop a viable creative strategy. To this end, a semi-systematic review of the literature was carried out for the purpose of gathering information on possible strategies for enhancing QR codes without compromising their functionality, and to provide guidelines for manually customising these codes in a way that is effective. The aim of this paper is to reveal the amount of research that has focused on the relationship between the aesthetic characteristics of QR codes and their advertising effectiveness. The main findings include a scarcity of scientific analysis regarding this issue, yet multiple opportunities for the artistic modification of QR codes due to recent advances in generative artificial intelligence

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