Some time ago I was invited to join the Australasian digital media group, The Digital Ministry, where those in the industry discuss and share ideas on all things digital. Many weeks ago, one member put up a posting asking "Are QR Codes dead?". Well that sparked quite a lively discussion concluding that no, they're not dead, but finally (many years after their invention and success in Asia) they are in fact hitting the mainstream.

We've blogged about them before, but basically a QR code is a square version of a barcode. They contain a lot more information than a barcode and are typically used like a short URL. They are designed for a Quick Response. Hold your camera over the image and boom you're on a web page getting information about the object in front of you.

There's an excellent description of what QR codes are here, including how to generate a QR code, how they work, what they can contain, etc.

QR codes have had a huge history in Japan, and at the most recent TED conference I really noticed QR codes being used extensively for the first time in my experience in the USA (see picture below). I may have my antennae out for them, but now I seem to see them everywhere, in my local coffee shop (as a coffee loyalty tracker), in magazines and posters. I think you could definitely say they're in fashion.

Before you leap into the world of QR codes here's some opinions from me on usage and what NOT to do:

• They are great for complex URLs - like an app in the i-tunes store (they can be hard to find and you risk losing your audience to a competing app - the QR code will take you straight to your app)
• Don't do something lame like a link straight to your website - you might as well print the url. Give them something special/dynamic; reward them for their effort.
• They can be used to great success for vouchers - offer people access to a discount or special offer. The offer itself can also be a changing one, depending on time of day, numbers of responses or supply of stock.
• They can also be used for the cool factor; secret content you can ONLY reach through the QR code -  an invite to an event, etc.

Interestingly, as they really start to hit the mainstream in this part of the world, our latest business cards have JUST arrived back from the printers and what's on each of them? A QR code of course. What does our QR code do? Well it's something special and you'll have to get a card from each one of us to find out, because that's the only way you'll see it. Good excuse to come visit the studio, or invite us out for a coffee.

 Our new business cards might not be black, but they are a rather fetching shade of charcoal.