Getting More QR Scans: 10 Packaging Design Tweaks That Drive Product Verification
Getting consumers to scan a QR code on packaging sounds simple. Print a code, add a line that says “Scan here”, job done. Except that is not how real-world packaging works.
On crowded shelves, packaging has three seconds to win attention. In a consumer’s hand, it has a few more seconds to communicate trust, purpose and value. If verification feels confusing, optional or effort-heavy, most people will skip it. Not because they do not care about authenticity, but because the design did not provide clear guidance.
For brands dealing with counterfeiting, grey markets and product diversion, this missed scan is more than a lost interaction. It is a lost opportunity for product verification, brand protection, customer engagement and product safety.
This article examines the impact of small, practical packaging design tweaks on significantly increasing QR scans and consumer verification. Drawing from real packaging behaviour, usability principles and data-backed insights, it explains what works, why it works, and how to implement it without redesigning your entire pack.
Why QR Scans Matter for Brand Protection Today
Counterfeiting is no longer limited to luxury handbags or premium spirits. Everyday FMCG products, pharmaceuticals, cosmetics, agrochemicals and even packaged foods are being copied at scale.
Counterfeit goods account for over 3.3 per cent of global trade, costing brands hundreds of billions annually.
QR-based product authentication has become one of the most accessible anti-counterfeiting solutions available. It enables:
Product verification at the consumer level
Brand authentication without specialised hardware
Supply chain traceability when linked upstream
Real-time visibility into scan behaviour
However, none of this works if consumers do not scan.
Packaging design is the silent driver behind whether verification happens or fails.
The Psychology Behind Scanning Behaviour
Consumers do not scan QR codes for technology. They scan for reassurance, value and clarity.
79 percent of consumers are more likely to trust a product that provides scannable information about authenticity, origin or safety.
But trust alone does not trigger action. Packaging must reduce friction and answer three unspoken questions instantly:
What happens if I scan this?
Is it safe and official?
Is it worth my time?
The following ten design tweaks address these exact questions.
1. Place the QR Code Where the Eye Naturally Falls
Placement is the most underestimated factor in increasing QR scans.
Codes hidden near barcodes, folded flaps or bottom seams are often missed. Front-facing or top-third placement can increase interaction rates by up to 30 per cent compared to back-panel placement.
Best practices:
Place the QR code on the front panel or the neck area of the bottles
Keep it within the natural reading flow
Avoid corners and curved edges where distortion occurs
For cylindrical packaging, placing the code slightly off-centre helps it remain visible when rotated.
2. Use Contrast That Makes the Code Unmissable
A QR code that blends into the background is a wasted asset.
High contrast between the code and the packaging surface improves scannability and visibility. Black-on-white remains the most reliable, but brands can use inverted colours if contrast ratios are maintained.
Design tip:
Test the code under poor lighting and with mid-range smartphones. If it fails there, it will fail in stores.
3. Add Clear, Human CTA Text
“Scan here” is not enough.
Consumers respond better when they understand the benefit. Strong CTA text frames the scan as a value exchange, not a technical task.
Examples that work better:
“Verify this product in seconds”
“Check authenticity before use”
“Scan to confirm this is genuine”
Benefit-led CTAs improve engagement by over 20 percent compared to neutral instructions.
CTA text is a core driver of product authentication and brand verification success.
4. Pair the QR Code with a Trust Icon
Icons act faster than words.
A small shield, tick mark or verified symbol next to the QR code signals legitimacy and safety. This is particularly important in markets where fake QR codes are increasingly used.
The icon should:
Be simple and recognisable
Appear consistently across packaging and marketing
Reinforce brand protection intent
This visual cue reduces hesitation and improves consumer confidence during verification.
5. Use Redundancy Across Packaging Surfaces
Relying on a single QR code is risky.
High-performing packaging uses redundancy. This means placing verification points across multiple touchpoints, such as:
Neckband
Bottle or primary pack
Outer carton or label
This approach increases the probability of scanning and protects against damage, covering or tampering.
In supply chain traceability programmes, redundancy also helps distributors, retailers and inspectors verify products at different stages.
6. Design for One-Handed Scanning
Most consumers scan with one hand while holding the product in the other.
Design elements that hinder this include:
Codes too close to seams
Curved or glossy surfaces
Excessively small QR sizes
GS1 recommends a minimum QR size of 15 x 15 mm for consumer-facing scans.
Source: https://www.gs1.org/standards/qr-code
Practical usability directly impacts customer satisfaction and successful product verification.
7. Avoid Overloading the Scan Destination
The scan experience matters as much as the scan itself.
If the landing page is slow, cluttered or asks for multiple permissions, trust erodes quickly. Research by Google shows that 53 per cent of users abandon pages that take longer than three seconds to load.
For brand authentication, the first screen should clearly confirm:
Product authenticity
Brand ownership
Optional next steps for engagement
This is where solutions like Certify by Acviss fit naturally, enabling instant verification using non-cloneable technology without requiring app downloads or complex steps.
8. Align Verification with Product Safety Messaging
Consumers are more likely to scan when verification is framed as a safety measure.
This is especially true for:
Pharmaceuticals
Cosmetics
Food and beverage
Agrochemicals
Phrases such as “Verify before use” or “Confirm product safety” connect scanning with personal well-being.
According to the WHO, substandard and falsified medicines cause serious harm globally, reinforcing the importance of accessible verification tools.
Packaging design that integrates product safety messaging strengthens both brand protection and customer trust.
9. Make the QR Code Feel Official, Not Promotional
Consumers are cautious of marketing-heavy scans.
Avoid surrounding the QR code with sales messages, discounts or unrelated promotions. The verification area should feel official, clean and authoritative.
This distinction is critical for:
IP protection
Anti-counterfeiting credibility
When verification is positioned as a protective feature rather than a marketing tactic, scan rates improve organically.
10. Close the Loop with Engagement, Not Data Collection
Once authenticity is confirmed, brands have a rare moment of attention.
This is where customer engagement can begin, but gently. Options include:
Thank-you confirmation messages
Optional product information
Care, usage or storage tips
Avoid forced registrations unless absolutely necessary. Transparency here improves customer satisfaction and long-term brand loyalty.
Where Brand Protection Solutions Fit In
Packaging design increases scans. Technology ensures those scans matter.
Modern anti-counterfeiting solutions rely on non-cloneable identifiers that cannot be copied or reused. When integrated correctly, they support:
Product verification
Brand authentication
Supply chain traceability
Solutions such as Certify by Acviss work best when the packaging design already encourages scanning. Technology cannot compensate for poor visual communication, but when paired with thoughtful design, it becomes a powerful layer of IP protection and brand security.
The Bigger Picture for Brands
Increasing QR scans is not about aesthetics alone. It is about designing trust into every physical interaction.
Well-designed verification touchpoints help brands:
Reduce counterfeit risk
Strengthen trademark protection
Improve product safety outcomes
Build transparent supply chains
Enhance customer satisfaction
In a market where trust is fragile and counterfeiting is sophisticated, packaging becomes a frontline defence.
Final Thoughts
The difference between a scanned QR code and an ignored one often comes down to millimetres, words and visual cues. Small design decisions, repeated across millions of units, create measurable impact.
Brands that treat packaging as a verification tool rather than just a container are better equipped to protect their products, their customers and their reputation.
Interested to learn more about strengthening product verification and brand protection? Get in touch with us to explore how the right design and technology can work together.