Recently, we can often see, on TV or advertisements and in subways or bus stops, square-shaped boxes with black and white grid patterns that induce us to scan them with our smart phones. This square-shaped barcode with black and white grid patterns is...
Recently, we can often see, on TV or advertisements and in subways or bus stops, square-shaped boxes with black and white grid patterns that induce us to scan them with our smart phones. This square-shaped barcode with black and white grid patterns is the QR code (Quick Response code), one of the three major elements of mobile marketing, which is a two dimensional barcode that was developed by Denso Wave in Japan in 1994. A QR code is identifiable despite its color deterioration or 30% damage, and therefore more and more companies are adopting the QR code and designing it to incorporate the company identity. As recently smart phones are widely used in our nation and QR code scan apps are provided, the QR code is also being widely recognized and used in mobile marketing. In wide variety of fields including self-government, corporations, colleges, product promotion, etc., QR Code marketing is being adopted in a way to impress people with their brand images.
That is, establishment of organization identity on a QR code is an important factor in QR code marketing, and the scope of applying a QR code is expected to cover extensive areas of products promotion, giveaway events, payments, product information, etc. In this trend, colleges are also demanded to respond to the change of the society’s view and perception and prepare countermeasures overcoming conventional fixed frameworks in a proactive and efficient way. Therefore, this study aims to provide possibilities and values of applying a QR code that incorporates Visual Identity (VI) of colleges.
For this, in the literature research for theoretical discussion, first the definition of QR code was reviewed, and cases of applying QR codes in corporate or other fields are analyzed. Through analyses of the cases, this study searches for the future direction of the QR code, then suggests the needs of QR code in colleges, draws out visual characteristics of the symbol and the logo type building among the elements of the college VI, and then applies these findings to producing a QR code.
Lastly, by providing cases of using QR code in accordance with college circumstances, this study intends to approach QR code applications in a comprehensive way. The study results can be used for a long-term plan to approach QR code applications for establishment of college identity in the mobile environment. Above all, this study is expected to contribute to establishment of college identity by comprehensive management rather than individual management in the mobile environment.