The Cats Pajama, a vintage clothing and accessories company, placed a quarter-page advertisement in this week's New York magazine, and featured in the ad is a QR Code. This ad is a perfect example of what to do and what not to do with a QR Code, as it relates to best practices.
Best Practice #2: The QR Code used in the ad is too dense. This means that there are too many modules (i.e., the black and white pixel shapes) in the code that make it too complex for scanning. Without being able to scan the code it's hard to know exactly what was encoded into the QR Code and why it is so dense, but if the company wanted to link readers to the company's mobile website all they had to do was make use of the QR Code below (second image below).
It's fairly easy to see how the code directly above is less dense than the code in the ad. Scanning of the more simplified code with all of the same code reader apps listed above resolves correctly each and every time.
Best Practice #3: The QR Code in the ad was probably not tested, either fully or in part. To try eight code reader apps and not have one succeed points to something wrong with the code, which testing would have brought out. Best practice says to test the code on a variety of mobile devices, as well as a variety of code reader apps (free and paid).
Beyond the three best practices mentioned above, there are several others that the company could have incorporated into the ad to make it truly worth scanning and experiencing. I can just hear the marketing/creative team now saying, "Hey, we're running an ad next week, let's place one of those newfangled barcode things in the ad and see what happens."
Sorry, too little, too late.
2D Barcode Litmus Test: FAIL