The Real QR Code Fail

Not so long ago Mashable put out an interesting little article about QR Code fails featuring codes on cupcakes, codes on a headstone (which I thought was pretty cool) and QR code subway ads (#4). Picking up where this article left off, I have to draw attention to the biggest QR fail in the Communications industry and that is what I call the 'QR Solo Ad.' a.k.a (QRsad) It is a disturbing trend that early adoptors have rebounded  from but late bloomers are still (even as I type) contemplating. Below is a prototype of a 'QRsad' :
 

Can you guess what is wrong here?

 "A QRsad is one that features little to no text and is marked by the presence of a large QR code and the absence of a printed website address, email or contact information."

A QRsad is one that features little to no text and is marked by the presence of a large QR code and the absence of a printed website address, email or contact information, which means:

1. People without a smartphone (yes, these homo sapiens do exist) will not be able to access whatever product, service, event or idea is being advertised. If that was the aim then forgive my insight, if not then #fail

2. People who do have smartphones but do not know how to scan a QR code or even better, who do not know what a QR code is will not have access to whatever product, service, event or idea is being advertised. #fail x2

3. Let's just throw into the mix, the fact that these ads are often placed in inconvenient places such as inside the train and bus. So even if you do know what a QR code is and you in fact have a QR code reader, you  grab your phone to zoom in on the code but the train is going too fast, so everything is a blur resulting in capture not being decoded. #fail x 3

4. How about you reach for your phone to zoom in on a code and just when you think you've got it...*click*... you just snapped another passenger picking their nose. #fail x infinity

 The message is clear here. Communicators must never sacrifice what's relevant, effective and in the best interest of the target audiences for what is novel, innovative and trending. If you can find a way to meet both sets of objectives, the world will thank you for it.

For more on QR code fails read the original  post on QR fails. For other relevant social media articles visit Social Media Daily.