A QR code on packaging reaches the customer at the best possible moment: when they are holding your product, at home, with their phone in reach. Used well, it drives reorders, reviews, and loyalty. Used badly, it links to a homepage nobody needs.
The difference is in what you link to, how you design it, and whether you can tell if it works.
What to link to
Pick one job for the code, tied to what the customer is doing right then.
| Goal | Link to | Call to action on the pack |
|---|---|---|
| Repeat purchase | A reorder page with the product already in the cart | "Scan to reorder" |
| Fewer support tickets | Setup instructions or a short video | "Scan for setup help" |
| More reviews | A review page for this exact product | "Scan to review, get 10% off" |
| Loyalty | Signup with an instant reward | "Scan to join and get a free gift" |
| App installs | Your app, routed to the right store | "Scan to get the app" |
| Usage and recipes | How-to content | "Scan for 5 recipes" |
A specific promise gets scanned far more than a bare code.
Always use a dynamic QR code
Packaging is printed in large runs and sits in cupboards for months. You will want to change the destination: a new promotion, a moved page, a seasonal recipe. With a dynamic QR code you edit the link; with a static one you reprint.
Put the link on your own domain so that switching tools never breaks codes already in customers' homes.
Design and placement tips
- Size. Large enough to scan without effort; test printed proofs, not just screen previews.
- Contrast. Dark code on a light background. Avoid printing on metallic, glossy, or heavily curved areas.
- Quiet zone. Keep a clear margin around the code.
- Placement. Somewhere visible after opening, such as the back panel, inside the lid, or an insert card.
- Call to action. Always say what scanning gets them.
- Brand it. Add your logo in the centre and frame it, without crowding the pattern.
One code per run, one code per channel
To learn what works, do not use one code everywhere. Give separate codes to:
- Each product or SKU
- Each packaging run or design version
- Each retail channel, such as your own store vs a retailer
Then you can see which product's buyers scan most, and which channel's customers come back.
Tracking scans through to repeat sales
Scan counts alone are a vanity number. What matters is whether packaging scans turn into purchases.
- Use a dynamic code per product or run.
- Connect where you take payment, for example Stripe, so sales are tracked server-side.
- Match orders placed after a scan to that code.
- Compare scans, visits, orders, and revenue per code.
Now you can answer the real question: does the insert card with "Scan to reorder" pay for itself?
Packaging QR codes for app brands
If you have an app, route the code by device: iPhone users to the App Store, Android users to Google Play, desktop users to your website. Deferred deep linking can take the customer straight to the right screen after install. See QR codes for app downloads.
How Bridgly helps
Bridgly creates dynamic, branded QR codes on your own domain, routes each scan to the right place by device, and tracks scans by code. Connect Shopify or Stripe and you can see which packaging runs drive repeat orders, not just scans.
The short version
- Give the code one clear job tied to the moment, like reordering or setup help.
- Always use a dynamic code on your own domain.
- Design for real-world scanning: size, contrast, quiet zone, call to action.
- Use one code per product, run, and channel.
- Connect sales to see which packaging actually drives repeat purchases.
Create packaging QR codes with Bridgly → · QR code tracking and analytics
Frequently asked questions
- What should a QR code on packaging link to?
- Link to something useful at the moment the customer is holding the product: a reorder page, setup instructions, a recipe or how-to video, a warranty registration, a review request, or a loyalty signup with a reward. Avoid linking to a generic homepage.
- Should packaging use a static or dynamic QR code?
- Dynamic. Packaging is printed in large runs and stays in homes for months, so you need to be able to change the destination without reprinting and to see whether anyone is scanning it.
- How big should a QR code be on packaging?
- Large enough to scan comfortably from a normal holding distance, with a clear quiet margin around it. A common rule of thumb is a minimum of about 2 cm (0.8 inches) square for close-up scanning, larger if the code will be scanned from further away. Always test printed proofs on several phones.
- How do I track sales from packaging QR codes?
- Give each packaging run or product its own dynamic code, connect your store's sales system, and match purchases made after a scan back to that code. That shows which packaging drives reorders rather than just scans.
Read more
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