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New Generation Code
Fist I was attracted with their appearance with their black and white squares, later I found out what they actually are – pixel codes, bar codes in two-dimensional form.
SOURCE: HTTP://QRCODE.KAYWA.COM
When bar codes became popular and universally recognized, the market began to search for codes capable of storing more information, more different character types, and that could be printed in smaller. Various efforts were made to increase the amount of information stored by bar codes. However, these improvements also caused problems such as enlarging the bar code area causing complications in reading and increasing printing cost. Two-dimensional cods are response to these needs, allowing information to be written in both the vertical and horizontal directions causes a considerably greater volume of information than a bar code.
SOURCE: HTTP://WWW.DENSO-WAVE.COM/QRCODE/QRFEATURE-E.HTML
On the market there are around 30 different two-dimensional codes. DataMatrix, Maxi Code, PDF417, Semacode, ShotCode are one of these codes that were developed in years. The most known-one and popular is QR Code, developed by Japanese corporation Denso-Wave and released in 1994. QR Codes were initially used for tracking parts in car industry, nowadays they are used in a much broader context.
QR Code is two-dimensional bar code that stands for Quick Response, as it allows its contents to be decoded at high speed. It can encode different types of data, such as alphabetic and numeric characters, Kanji and Kana, Hiragana, symbols, binary, and control codes. The code can manage up to 7,089 numeric characters or maximum 4,296 alphanumeric, it can hold up to 2,953 bytes of binary information and maximum 1,817 characters of Kanji, full with Kana.
Since QR Code carries information both horizontally and vertically, QR Code is capable of encoding the same amount of data in approximately one-tenth the space of a traditional bar code. They have error correction capability. Data can be restored even if the symbol is partially dirty or damaged. A maximum 30% of code words can be restored, depending on code’s level error correction.
SOURCE: HTTP://WWW.DENSO-WAVE.COM/QRCODE/QRFEATURE-E.HTML
We can define QR Code structure on “finder pattern” and “timing pattern”. “Finder pattern” is used to help detection a position of QR Code in decoder application. “Timing pattern” is used to help determine a symbol’s coordinate in decoder application. Yes, these three corners of the symbol allow QR Code 360 degree reading. In yellow color parts, encoded data (including error correct code) are stored. In cyan color parts, format information is.
SOURCE: HTTP://WWW.SWETAKE.COM/QR/QR1_EN.HTML
There are no limits to creative QR Code use. Brands like H&M, Gucci, McDonald’s and others are using two-dimensional codes in communication with new generation users. McDonald’s is placing codes on hamburgers so that eaters can scan the package with their mobile phones and find out the nutritional information about the food they are eating. Customers are able to view the amount of calories in their meal, as well as the amount of sodium, fat, protein and carbs.
The Miami Ad School in USA had created a campaign for company H&M. The campaign’s billboards and magazine prints contained a semacode, one of these two-dimensional codes. With this high-tech technology they tried to use sale opportunity in new way. Bystanders could scan the ad, the code, with their mobile phones. The Code contained web link that took them directly to the H&M page where they could easy choose the color and the size of the clothing on the ad, place the order and the cost was directly deducted from the purchaser’s mobile account.
SOURCE: HTTP://THEPONDERINGPRIMATE.BLOGSPOT.COM/2007/09/H-USES-SEMACODES-FOR-MOBILE-SHOPPING.HTML
Sources:
- http://www.denso-wave.com/qrcode/aboutqr-e.html
- http://www.swetake.com/qr/qr1_en.html
- http://www.mojmikro.si/v_srediscu/tehnologije/quick_response_code
- http://theponderingprimate.blogspot.com/2007/09/h-uses-semacodes-for-mobile-shopping.html
- http://calorielab.com/news/2006/09/15/mcdonalds-tags-food-with-high-tech-nutrition-information/
Ines Kristan, Designer at Vizuarna, strategic design consultancy
Exploit the country identity
Country identitiy is an important part of the nation’s culture and the main differential advantage of a country. Visual representation can help the country to better position in area of export, tourism, diplomacy, economy, …
Visual identity of any country should be clear in its message as in its visual image. The most obvious visual shorthand for the country is its flag, it is the most useful and visual message. The flag is specific media on which systems of country’s visual identity is designed on. In Japan the big part of corporated identities are based on their flag. 40 percent of corporate identities have the shape of a circle or are similar to it and more than 60 percent of them use red colour in their signs. Every country wants to create a strongly positioned state identity that is globally recognized and that can compete with corporate brands as well as with country brands.
Despite its size, very good example of brand name that sells is Switzerland. It is a country with tremendous global presence. To consumers, the Swiss flag is a seal of approval, a visual representation of luxury, quality, precision and trust. These associations were built over time by successful Swiss companies. Together they have shaped the way the world views Switzerland. There are opproximately 2000 active firms that use the concept of Switzerland or the words “Schweiz” (German), “Suisse” (French), “Svizzera” (Italian), “Switzerland” or “Swiss” in their brand or company name. Also the official typeface of the twentieth century, Helvetica, originally called Neue Haas Grotesk, was changed in 1960 to Helvetica which is derived from the Latin name for Switzerland, Helvetia. Many more of them play with the “Switzerland” brand by using the letters “Sw…” Swatch is an obvious example. Yet these are not the only methods used to tell potential buyers where a product comes from. Often, the product itself or the packaging in which it is presented exploit country’s identity symbols to create a link to the positive image of a country.
Vitalp on their little product packaging of Herb Candy uses six elements, simbols that presents its country of origin:
- product description: “Swiss Herb Candy”;
- product name: “Vitalp” evokes the Alp mountain range that runs in part through Switzerland;
- a visual of the Swiss flag;
- a caption identifying the flag as Swiss;
- a visual of the iconic Matterhorn mountain;
- a duplicate product description at the bottom of the pack: “Swiss Herb Candy”.
Many of Switzerland brands often apply country’s identity symbols, the obvious Swiss flag on their products or use them in their advertisements. Brands like Swatch often feature the Swiss flag on their watches, all time favorite being the typically square model. After all, Swiss flag is one of only two square flags in the world!
The exact hue of red in the Swiss flag is not defined by law, and various authorities have used different colors over time. Despite its strict country’s visual identity only in 2007, the corporate design guide of the federal authorities designated Pantone’s PMS 485 as the shade of red to be used in print.
Ines Kristan, Designer at Vizuarna, strategic design consultancy