Estrategias y directrices para la configuración estética del QR en publicidad

Raquel Ávila-Muñoz; Gema Bonales-Daimiel; Fernando Suárez-Carballo

doi:10.31921/doxacom.n39a2189

Authors

Raquel Ávila-Muñoz University Complutense of Madrid, Spain https://orcid.org/0000-0001-6798-6829
Gema Bonales-Daimiel University Complutense of Madrid, Spain https://orcid.org/0000-0003-2085-2203
Fernando Suárez-Carballo University Pontificia of Salamanca, Spain https://orcid.org/0000-0001-7498-6595

DOI:

https://doi.org/10.31921/doxacom.n39a2189

Keywords:

QR Code, aesthetics, effectiveness, mobile marketing, generative artificial intelligence

Abstract

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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Author Biographies

Raquel Ávila-Muñoz, University Complutense of Madrid, Spain

PhD Cum Laude in Audio-visual Communication, Advertising, and Public Relations from the Universidad Complutense de Madrid [Complutense University of Madrid] (UCM). She holds a position as Associate Professor in the Department of Applied Communication Science, Faculty of Information Science (UCM), as well as on the Official University Degree in Multimedia and Graphic Design at UDIT (University of Design, Innovation and Technology). She combines her teaching duties with her work as a freelance 3D animation and motion-graphics designer. She also teaches subjects related to graphic design and animation in audio-visual and interactive media. Her interests focus on the dynamic aspects of creation, design, and communication, and the impact of generative artificial intelligence on the cultural and creative industries. Her main line of research focusses on animation as a design feature and integral part of the visual communication process that mediates the interaction between users and technological devices.
Gema Bonales-Daimiel, University Complutense of Madrid, Spain

PhD Cum Laude in Audio-visual Communication, Advertising, and Public Relations (Extraordinary Award) from Universidad Complutense de Madrid [Complutense University of Madrid] (UCM). She also holds a Master’s Degree in Commercial Management from ESIC Business and Marketing School, and a second M.A. in Marketing Management from Universidad Rey Juan Carlos [Rey Juan Carlos University] (URJC). She also works as a Marketing and Communications professional, specialising in the online realm. Currently, Professor Bonales-Daimiel is a member of the research group known as Arte y Ciudad [Art and the City] at UCM, in addition to working as a lecturer and researcher in the Department of Applied Communication Science at UCM as well. As part of her professorial duties, she teaches subjects such as Art Direction and Creative Advertising Processes, in addition to imparting a subject on the Master's Degree in Organisational Communication. Previously, she worked in advertising agencies, one of which is Publicis, as well as in the media outlets COPE and RTVE, and in the communication and marketing departments of several companies, while simultaneously working as an associate professor at the Universidad Europea de Madrid [European University of Madrid], Universidad CEU San Pablo [CEU San Pablo University], and UCM.
Fernando Suárez-Carballo, University Pontificia of Salamanca, Spain

Professor of Art Direction on the Faculty of Communication at the Universidad Pontificia de Salamanca, where he currently imparts various subjects related to visual communication on the Advertising and Public Relations Degree (Art Direction and Interaction Design), and on the Journalism Degree as well (Visual Communication). Professor Suárez-Carballo is also a member of the research group known as Innovación y creatividad empresarial [innovation and creativity in business], as well as the author of several articles and book chapters related to graphic design, which is his main line of research from several perspectives, including aesthetics, technology, efficiency, and training. Furthermore, his scientific work has been officially recognised. With regard to positions of management, he has served as director of the Oficina de Transferencia de Resultados de Investigación [office for the transfer of research findings] (OTRI), which is part of the Universidad Pontificia de Salamanca. He also currently holds the position of Vice-Dean of Academic Organisation, as well as Coordinator of the Advertising and Public Relations Degree on the Faculty of Communication at this same institution

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