The BBC, however, need a few lessons in how to optimise the experience. As part of their Prisoner Zero page - the BBC have an awesome "Wanted Poster". Here's the teaser image.

Prisoner Zero - QR Code

Let's take a look at the full QR code. This is about the size it would be if the poster were printed on A4.

QR Code

There are three problems with this QR code which reduce its functionality and usability.

Firstly, the contents of the QR are

MECARD:N:Doctor Who;URL:http://www.bbc.co.uk/doctorwho/;;

Aside from the fact the character is named "The Doctor", this is a rather large string to place in a QR code.  The longer the string, the more complex the code, the harder it is for a phone to decode it.

Secondly, QR codes are primarily used on mobile phones.  This is reinforced by the use of "MECARD" - a method to add someone to your address book.  Yet the URL the BBC point to isn't suitable for mobile!

This is crazy. There's a wonderful mobile friendly version of the Doctor Who site - http://bbc.mobi/drwho - why not point to that? People will be scanning this code on their mobile and then being directed to the BBC's desktop site. Madness!

Finally, the colouring.  While QR codes can work in any colour, they're easier to scan if the contrast is high.  That usually means black squares on a white background.  It's not so important if you've got a multi-megapixel camera with auto-focus and all sorts of other technology.  However, the primary audience for Doctor Who is children and teenagers. Not the sort of demographic to have awesome camera phones.

Fixing The QR Code

Using my QR Code generator, I've created a faster, simpler, and more useful QR Code.

http://bbc.mobi/drwho

Have a scan - it takes you directly to the mobile site.

I'm a big fan of QR Codes, but they have to be used sensibly.  Remember to keep your URLs short and point them at mobile friendly sites.