Astute readers might notice that the enclosures at the gallery and at shows through 2020 so far have nameplates with both basic information on the enclosure and a QR code. Triffid Ranch displays already started phasing out individual business cards as of last year and using QR codes for the main Web site, with overwhelmingly enthusiastic results. The QR codes on the nameplates was based on extensive study of museum display design: the overwhelming number of smartphones today read the QR code with the camera and ask “Would you like to go to (Web site)?” as soon as it’s detected. Among many other things, the individual nameplates are for those who want to take a further look when the booth is overcrowded: take a quick shot and read the enclosure listing at your leisure.
The biggest surprise upon implementing QR codes was with younger attendees: they know about the codes, but overwhelmingly they only see it used for advertising, and advertising for products where they have absolutely no interest, in an attempt to be “edgy”. When they discover someone who uses QR codes that actually impart information, instead of trying to get their email addresses in exchange for a discount coupon, they practically squeal with joy. When I get back to technical writing, this is going to be part of an ongoing discussion on usability that needs to be elaborated further. As Vincent Flanders has been noting for the last two decades, people are willing to use new technology if it actually does something for them, and not because some marketing rep is looking to pad his/her resume with yet more buzzwords. Suffice to say, expect the Triffid Ranch to expand in their use, particularly with more elaborate plant care guides in the near future.
To be continued…