Getting Started with Custom QR Codes

I'll be honest—when I first started making custom QR codes, I thought it was just about making them "pretty." Slap some color on there, maybe throw in a logo, call it a day. Turns out there's a lot more to it if you want people to actually scan the thing.

Why bother customizing QR codes?

Here's what changed my mind: I was at a coffee shop and saw two QR codes on the counter. One was the standard black-and-white square that looked like it came from a 1990s barcode factory. The other matched the shop's branding—soft colors, rounded edges, their logo subtly integrated. Guess which one I scanned?

The plain one just blended into the background noise of "things I'm supposed to scan." The custom one? It actually looked like someone cared about it. And that matters more than you'd think.

When you customize a QR code well, people are more likely to trust it and scan it. It also reinforces your brand identity instead of looking like generic clipart. Plus, let's be real, it just looks better.

Start with color

The easiest way to make a QR code not look like every other QR code is to add color. But there's a catch—you can't just pick your favorite shade of pastel pink and call it done.

Contrast is everything. If your phone camera can't easily distinguish between the foreground and background, it won't scan. I learned this the hard way when I made a beautiful navy-blue-on-light-blue QR code that absolutely no one could scan. Looked great in Figma. Useless in real life.

A good rule of thumb: if you squint at your design and the QR code modules don't clearly stand out from the background, your phone probably can't read it either. Test on an actual phone. Not just your fancy iPhone 15, but your friend's cracked Android from 2019 too.

And if you're using brand colors that don't have great contrast? That's fine. Just use them for accents or backgrounds, not for the actual data modules.

Shape and style options

QR codes don't have to be perfect squares made of more perfect squares. You can round off the corners of individual modules, turn them into dots or circles, or make them look more organic.

The three big "eye" patterns in the corners can be styled independently too. Some brands make these a different shape or color to reinforce their identity. I've seen everything from rounded squares to stars to custom icons.

Just keep in mind—the more you deviate from the standard square modules, the more you need to test scannability. Phones are pretty forgiving these days, but there are limits.

Adding logos without breaking everything

This is where people get excited and then immediately mess things up. Yes, you can put your logo in the center of a QR code. No, you can't just slap it on there at whatever size looks good.

QR codes have built-in error correction, which means they can lose up to 30% of their data and still work. That's what lets you cover part of the code with a logo. But if your logo takes up more than that, you're pushing your luck.

Keep your logo reasonably sized (I usually aim for 20-25% of the total area to be safe), make sure there's some clear space around it, and test it obsessively. I'm talking multiple phones, different lighting conditions, from different distances. Because nothing is more embarrassing than printing 500 business cards with a QR code that doesn't work.

Size actually matters

I once made a QR code for a business card that was maybe 1cm x 1cm. Technically scannable if you held your phone perfectly still under good lighting and said a prayer. Not practical at all.

For print materials, aim for at least 2cm x 2cm. Bigger is better. Business cards can get away with 1.5cm if you must, but that's really pushing it. For billboards or posters where people are scanning from a few feet away, scale up accordingly.

For digital screens, anything under 200x200 pixels is asking for trouble.

What not to do

The mistakes I see most often:

Using too many colors. Your QR code doesn't need to look like a rainbow exploded on it. Pick two or three colors max and stick with them.

Getting too creative with patterns or effects. That gradient overlay might look cool, but if it reduces contrast, it kills scannability. Always choose function over form when there's a conflict.

Forgetting about the quiet zone—that empty space around the edge of the QR code. It's not optional. It helps scanners figure out where your code begins and ends. Don't crop it out or put text right up against the edge.

Real-world considerations

Think about where your QR code will actually live.

If you're printing it on glossy paper or plastic, bright overhead lights might cause glare that makes scanning difficult. Matte finishes work better. If it's going on a window, remember that people might be scanning from outside in different lighting conditions.

For restaurant menus, people are often scanning in dim lighting while holding a glass of wine. Make it easy on them. High contrast, decent size.

For product packaging, consider that it might be on a shelf under fluorescent lights, behind plastic wrap, or at an angle. Test in those conditions if you can.

Tools you can use

Obviously I'm biased, but Pretty QR lets you preview changes in real-time and test different styles quickly. You can see immediately if your color choices work or if your logo is too big.

For more advanced editing after you've generated the base code, tools like Adobe Illustrator or Figma give you fine control over every element. Some people even use Canva if they want templates to start from.

Whatever tool you use, the workflow should be: design, generate, test on a real phone, adjust, test again.

Going further with gradients and effects

Once you've got the basics down, you can experiment with gradients. But here's the thing—subtle is key. A gentle gradient from dark blue to slightly-less-dark blue? Probably fine. A dramatic rainbow gradient? You're going to have problems.

Some phones handle gradients better than others, which is why testing across devices matters so much. My iPhone might scan it perfectly while someone's older Android phone can't read it at all.

3D effects and shadows can look impressive, but they often hurt contrast. Use them sparingly, if at all.

Getting started

If you're creating your first custom QR code, here's what I'd do:

Start with the URL or content you want to encode. Then pick two colors with strong contrast—if you're unsure, dark gray on white always works. Choose a simple style like rounded corners or dots. Generate it, then test it on your phone before you get fancy with logos or additional styling.

Once you've confirmed it scans reliably, then you can add your logo, adjust colors, or experiment with different styles. Just keep testing after each change.

How to know if it's working

The only metric that really matters is: do people scan it?

If you can track scans (many QR code services offer analytics), watch those numbers. If people aren't scanning, it might be a design issue, or it might be a placement issue, or maybe the content you're linking to isn't compelling enough.

Also, just ask people. "Hey, can you scan this for me?" is the best user testing you can do. If they struggle, if they need multiple attempts, or if they need to adjust their angle or distance, something needs to change.

The bottom line

A good QR code is one that people actually scan. That's it. All the design stuff is in service of that goal.

Start with functionality. Make sure it works flawlessly. Then add just enough style to make it look intentional and on-brand. Don't overthink it, but don't skip the testing phase.

And if you're ever unsure whether a design choice is too much, it probably is. Err on the side of boring-but-scannable over beautiful-but-broken.

Want to try making one? Jump into Pretty QR and see what works for you.

Questions or want to share what you've created? Shoot me an email: [email protected]