How Do QR Codes Work and How Can You Create Dynamic Ones?

A QR code on a product label, a restaurant menu, or a conference badge all look similar, but what happens when you scan them can be completely different. That’s because QR codes have evolved far beyond their original purpose. Whether you’re a marketer planning a campaign, a small business owner looking to streamline operations, or just someone curious about the technology, understanding QR codes is essential for connecting the physical and digital worlds.

This guide covers everything you need to know about QR codes in 2026—what they are, how they work, the critical difference between static and dynamic codes, real-world applications, and best practices for creating and using them effectively.

TL;DR

A QR code (short for Quick Response code) is a two-dimensional barcode that stores information that can be read by a smartphone camera . When scanned, it can open a website, display text, connect to Wi-Fi, or trigger many other actions. QR codes come in two types: static codes have fixed content and no tracking capabilities, while dynamic codes let you change the destination URL anytime and provide detailed scan analytics . Dynamic codes are ideal for marketing campaigns, while static codes work well for permanent, unchanging information .

Key Takeaways

A QR code is a type of barcode that stores data in a two-dimensional pattern of black squares and white spaces .
Static QR codes have the destination URL embedded directly into the code pattern. Once generated, the destination cannot be changed, and no analytics are collected .
Dynamic QR codes point to a short redirect URL instead of the final destination. This allows you to change the destination anytime and provides detailed scan data, including number of scans, location, device type, and time .
Common use cases include restaurant menus, retail product packaging, event ticketing, real estate signage, healthcare patient management, and digital payments .
Best practices include using a branded short domain, applying consistent UTM parameters for tracking, designing for high contrast and scannability, and testing codes on multiple devices .

What Is a QR Code?

A QR code—short for Quick Response code—is a two-dimensional barcode that stores information in a pattern of black modules arranged in a square grid . Originally developed in Japan for tracking automotive parts, QR codes have become widely used for consumer and business applications because they can be scanned quickly by smartphones.

Unlike traditional barcodes that can only be read in one direction, QR codes can be read both horizontally and vertically, allowing them to store much more information—up to several thousand characters. When you scan a QR code with your phone’s camera, the device interprets the pattern and triggers an action, usually opening a URL.

How Does a QR Code Work?

The technical process behind a QR code is straightforward but clever:

Data encoding: The information you want to share—such as a URL, text, or Wi-Fi credentials—is converted into a pattern of black and white squares.
Printing or displaying: The QR code image is printed on physical materials or displayed on a digital screen.
Scanning: A smartphone camera captures the QR code image. Modern devices have built-in QR scanning capabilities in their native camera apps .
Decoding: The phone’s software interprets the pattern and extracts the embedded data.
Action triggered: The phone performs the requested action—opening a website, connecting to Wi-Fi, displaying text, or launching an app .

Static vs. Dynamic QR Codes: The Critical Difference

Not all QR codes are created equal. The most important distinction for marketers and businesses is between static and dynamic QR codes. This single choice determines whether your code is flexible or permanent, trackable or invisible.

Static QR Codes

A static QR code has the destination URL or data baked directly into the code’s pixel pattern . There’s no server in the middle, no redirect, and no dashboard.

Key characteristics of static QR codes:

Cannot be changed: Once generated and printed, the destination is permanent. A typo or a dead link means reprinting every code .
No analytics: You cannot track how many people scanned the code, when they scanned it, or where they were .
Free to create: Most static QR codes can be generated for free using online tools or even your browser’s built-in QR generator .
No expiration: Static codes remain functional indefinitely as long as the destination URL is still active .

Best use cases for static QR codes:

Wi-Fi passwords: Print a code on a card and place it on the router for guests to connect effortlessly .
Business cards: Link to a LinkedIn profile, portfolio, or website—information unlikely to change .
Permanent installations: Museum exhibits, historical monuments, or instructional signs where the content will remain the same .
One-off posters or flyers: Short-term campaigns that don’t require tracking or future updates .

Tip: Static codes are simple, reliable, and cheap, but they leave you flying blind. You’ll have no idea whether your printed code is actually driving engagement.

Dynamic QR Codes

A dynamic QR code points to a short redirect link instead of the destination itself . Every scan passes through that redirect, which is logged, creating a rich data source.

Key characteristics of dynamic QR codes:

Editable destinations: You can change the destination URL anytime from your dashboard without reprinting the code .
Full analytics: Track total scans, scans over time, device type, operating system, browser, approximate location (down to city level), and unique vs. repeat scans .
Advanced features: Password protection, link expiration, and geo-routing are often available .
Usually paid: Dynamic QR codes typically require a subscription to a service provider .

Best use cases for dynamic QR codes:

Marketing campaigns: Update landing pages, fix broken links, or switch offers mid-campaign without reprinting materials .
Product packaging: Update seasonal promotions, new ingredients, or revised usage instructions dynamically .
Restaurant menus: Change daily specials or prices without reprinting every menu .
Event materials: Use a single code for pre-event registration, during-event schedules, and post-event surveys .
Time-sensitive promotions: Set expiration dates so codes stop working when the campaign ends .

Static vs. Dynamic QR Codes Comparison Table

Feature	Static QR Code	Dynamic QR Code
Destination changeable after creation?	No—permanent	Yes—editable anytime
Scan analytics (counts, location, device)?	No	Yes—detailed tracking
Cost to create	Usually free	Typically paid subscription
Expiration or password protection	No	Yes, often available
Best for	Permanent, unchanging information	Campaigns needing flexibility and data

The choice between static and dynamic QR codes comes down to a single question: do you need the ability to change the destination and track results? If the answer is yes, dynamic codes are worth the investment. If you’re simply sharing a Wi-Fi password or a permanent URL, a static code will do the job .

Real-World Applications of QR Codes

QR codes are no longer a novelty—they’re a critical business tool. Leading brands across industries use them in practical, innovative ways .

1. Restaurants and Hospitality

QR codes have transformed the dining experience. McDonald’s places QR codes on tables for customers to browse menus, place orders, and pay without waiting in line . Marriott Hotels enables self-check-in with QR codes, giving guests room details and keyless entry .

Research across 950+ U.S. restaurants showed dramatic QR code adoption post-pandemic, with many seeing improved operational efficiency, better order accuracy, and faster service .

2. Retail and E-Commerce

Retailers use QR codes to enhance the shopping experience. H&M puts codes on clothing labels so customers can see alternative colors, read reviews, or buy online if their size is unavailable . Walmart places QR codes on store shelves for price information, product comparisons, and online purchases .

3. Payments

QR codes have transformed contactless payments. Starbucks customers scan a QR code at checkout to pay via the app while automatically applying rewards . Paytm enables QR code payments across small vendors in India, eliminating the need for cash .

4. Real Estate

Real estate agents place QR codes on “For Sale” signs. Scanning provides potential buyers with instant access to interior photos, virtual tours, agent details, and appointment booking . Major names like EMAAR and Ivanhoe Cambridge use QR codes for property marketing .

5. Healthcare

Hospitals and pharmacies use QR codes to automate patient management. Apollo Hospitals in India puts QR codes on patient reports, giving immediate access to test results and prescriptions . CVS Pharmacy places QR codes on prescription containers, connecting patients to dosage guides and refill information . Over 58% of users scanned QR codes to get health information, and 67% report familiarity with the technology .

6. Event Ticketing

Ticketmaster issues digital tickets with QR codes, making check-ins faster and reducing fraud . Coachella prints QR codes on wristbands for check-ins, VIP area access, and social media integration .

7. Education

QR codes are used in education to provide instant access to materials. Google Classroom allows students to join classes by scanning a code . Pearson Education publishes QR codes in textbooks, linking students to video tutorials, quizzes, and interactive exercises .

8. Logistics

Amazon adds QR codes to packages for real-time shipment tracking . DHL includes QR codes on waybills so customers can check delivery status easily . Research shows that integrating QR codes into logistics systems leads to more accurate tracking and reduced human error .

How to Create a QR Code

Creating a QR code is simple. Here are the most common methods:

Method 1: Using Your Browser (For Website URLs)

Navigate to the desired destination webpage.
Right-click anywhere on the page.
Select “Create QR Code for this page” .

Method 2: Using an Online QR Code Generator

Services like QRSurge, Scanova, and many others offer free and paid QR code generation .

Go to the QR code generator website.
Select the type of data you need to embed—URL, text, vCard, Wi-Fi, etc. .
Enter your data.
Choose between a static or dynamic QR code (if the service supports both).
Select “Generate.”
Download the QR code image in your preferred format (.SVG, .PNG, .JPG, or .WEBP) .

Method 3: Using an Image Application

Apps like Adobe Express and Canva have dedicated QR code creation features that allow customization of colors, shapes, and logos .

Best Practices for QR Codes

Follow these guidelines to ensure your QR codes work effectively:

Design for Reliable Scanning

Maintain high contrast: Use dark QR codes on light backgrounds. Black on white is the most reliable combination .
Preserve the quiet zone: QR codes need a clear white border (at least 4 modules wide) around them to be scanned reliably .
Avoid clutter: Don’t place QR codes on busy patterns or heavy background textures .
Test at different sizes: Ensure the code scans from various distances and on the actual printed material—glossy labels, corrugated boxes, and different lighting conditions all affect scannability .

Use Tracking and Tagging

Apply UTM parameters: Tag every destination with source, medium, and campaign information so scans appear correctly in Google Analytics or your analytics platform .
Use a branded short domain: A custom domain builds trust and improves scan-through rates .

Best Practices for Dynamic QR Codes

Plan smart redirects: Use time windows for “pre/during/post” event states and consider geo-routing for language or market-specific pages. Always set a safe fallback .
Test like you mean it: Scan on iOS and Android, using native cameras and common scanner apps, under different lighting and distances. Break the link on purpose to confirm your fallback works .
Respect privacy: If you enable GPS tracking or enrich data, disclose it and get appropriate consent .

Physical Placement Considerations

QR codes should be on print material like posters, brochures, business cards, and product packaging—not on webpages or emails where a user can already click a hyperlink .
Include a URL as a backup: Some users are unfamiliar with QR codes or may not have their phone handy. Always include the full URL on printed materials as well .
Protect against tampering: In public spaces, bad actors might place their own QR code on top of yours to trick people into scanning malicious links. Create and execute a schedule to check that codes in managed spaces are not tampered with .

Common Mistakes to Avoid

Avoid these pitfalls when using QR codes:

Using static codes when you need flexibility: If there’s any chance the destination URL might need to change, use a dynamic QR code. A static code will create problems if you need to update the link later .
Not tracking at all: Without analytics, you won’t know if your QR code campaign is working or not .
Creating overly complex codes: Long URLs create dense, hard-to-scan codes. Use a link shortener before generating the QR code .
Multiple codes on one page: Putting several QR codes on a single page creates scanning confusion .
Not testing on multiple devices: Always test your QR codes on both iOS and Android devices before finalizing .

Frequently Asked Questions

What does QR stand for?

QR stands for Quick Response. The code was designed to be scanned and decoded very quickly .

Do QR codes expire?

Static QR codes don’t expire—they remain functional indefinitely as long as the destination link works . Dynamic QR codes may require an active subscription with the service provider, and some services may limit free scans before requiring payment .

Can I change where a QR code goes after printing it?

Only if you used a dynamic QR code. Static QR codes are permanent and cannot be changed. Dynamic QR codes let you update the destination URL from the provider’s dashboard anytime .

How can I track how many people scan my QR code?

Use a dynamic QR code from a service that provides analytics. You’ll be able to see total scans, time patterns, location, device type, and more . Static QR codes provide no tracking data .

Are QR codes safe to scan?

Generally yes, but there are risks. In physical public spaces, bad actors may cover legitimate QR codes with their own malicious ones . Always use a trusted QR scanner app that previews the destination URL before opening it. For business use, choose a reputable QR code generator that provides HTTPS-secured links .

How do I scan a QR code with my phone?

On both iPhone and Android, simply open the native camera app and point it at the QR code. A notification will appear—tap it to open the link or perform the action .

Can I put a logo on a QR code?

Yes. Many QR code generators allow you to customize codes with logos, brand colors, and frames . This is especially common with dynamic QR codes from professional services . Make sure the logo doesn’t cover too much of the code pattern, or scannability will suffer.

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Ready to start using QR codes effectively? Whether you’re creating a single static code for a business card or a dynamic, trackable campaign for your next marketing initiative, the key is matching the type of code to your goals. Need a tool that supports branded links and dynamic QR codes with full analytics? Try our complete link and QR management platform today.