On paper: an action and a readable address
Place a caption beside the code that explains its destination: “View the menu”, “Register for the workshop” or “Check opening hours”. Add a short address you control leading to the same information. Avoid a long string of parameters that is difficult to copy.
Fictional example: “Programme and registration: example.org/atelier”. The QR code can encode the full HTTPS address. If you use a different readable address, check that it leads to the same journey and remains maintained for the lifetime of the material.
On screen: provide a real link
On a web page, in an email or in a digital document, the visitor is already using a screen. A clickable link avoids having to capture and decode the QR image. Give the link a label that explains its purpose instead of simply “Click here”.
For a QR image that contributes meaning, provide a text alternative appropriate to the context. If an adjacent link already provides the same action, avoid unnecessary repetition for screen readers. W3C guidance on links and images helps you choose a presentation; it is not a complete audit of your document.
Provide a route without a smartphone too
A web address helps when scanning fails, but does not cover every situation. Depending on your activity, offer a paper menu, an informed reception desk, assisted registration or another contact route. Choose an option genuinely available at the relevant times.
Check the destination itself: readable text, identifiable buttons, keyboard navigation and a usable document. A well-placed QR code leading to a difficult page does not solve access to information. For PDFs, keep text selectable where possible and offer a web version if it makes reading easier.
An example with several ways to access the content
The card and flyer templates make the action “Explore the menu” clear through their layout. The fictional QR contains https://example.org/menu and the printed address is example.org/menu. Both refer to the same example content.
The wording “Paper menu available on request” offers access without a phone. Keep it only if a paper menu is actually available. Otherwise, name another practical option and check that your team can provide it.
Cover the QR on the template: the action and address should remain easy to find. After customising it, check the small text on an actual-size proof. A layout with a useful alternative is not an accessibility certification.
Test without scanning
- Cover the QR code and check whether the action is still understandable.
- Type the readable address and check the result.
- On screen, reach and activate the link using the keyboard.
- Check that a visitor without a smartphone has a practical alternative.
- Check again after changing the page or material.
Build these elements into the layout with card and flyer placement and PDF sharing.