Brand owners are ideally placed to take advantage of the growing popularity of hi-tech Quick Response (QR) codes using printed message tape and labels from Payne.

A QR code is a type of matrix barcode or 2D code which can be read by a smartphone or webcam, and is most commonly used to allow the consumer to access extra interactive information about the product or brand. 

The codes appear as a black and white block, which can be scanned by users with an enabled camera phone or webcam to link to digital audio or video content, display text, open up messaging applications on their device or open a web page in their browser.

In addition to branding and communication uses, they can also be utilised for promotions and competitions, or for stock tracking. QR codes hold many times more characters than traditional linear barcodes.

So the sophisticated digital print capabilities of Payne's tape and labels, combined with the ability to add either to existing packaging, offers an ideal solution to brands looking to exploit the benefits of QR codes on their packaging.

Adding the QR code using a printed tape or label from Payne means the QR code can be changed quickly to adapt to changing interactive content.

Only the tape or label design needs to be changed, saving money on origination of a new pack. This also has potential to avoid packaging waste.

Simon Wildash, head of marketing at Payne, explains: "QR codes not only allow consumers to access extra content, which adds value to brands; they encourage them to share that content, which can create an interactive community around a brand or product.

"In addition to encouraging greater brand loyalty, this boosts on-shelf presence and influences the decision-making of buyers at the point of purchase, and we are seeing a lot of interest from customers in adding QR codes to their products."

The use of printed tapes or labels also ensures the code is at the consumer's fingertips for entering promotions online or via SMS registration, providing a valuable tool for brands to engage with their consumers.

Payne's solutions are based on extensive research with customers to assess their needs, and hold advantages for retailers, brand owners and end users.