QR codes are the shiny new object of the social and digital tech space, a physical representation to many that they are “with it.” If a place doesn’t have a QR code, they must not “get it” (quotes added for ironic emphasis).

But how high will you jump for a QR code? On the way to a birthday party, we found this out.. and that two slightly out of shape guys can’t quite get the pro basketball level “air” to be able to snap it with our phone. We were trying our best Michael Jordan impressions to read this QR code off a banner from the street, which was placed a good twenty to thirty feet off the ground. Suffice it to say, it didn’t work.

Here’s the deal. We were both into this social stuff. We’re going through a lot of work the normal person just isn’t going to do. These QR codes were put on these banners to look cool without a single thought of usability.

And I see this all of the time.

Funnily enough, days after, I was meeting with a client of mine who the folks on high at their office were all high on QR codes. “Where can we put them?”

I then pointed to the billboard across the road. Thing is, if there was a QR code on it, there’s no way either of us could scan it. And while you’re driving? Forget about it. And here comes the intrinsic problems with QR codes.

QR codes sound cool at first, but usually they’re implemented without thought so they become useless decoration.

To most of the population (i.e. your likely customers), they’re funny looking boxes that take a lot of work to use. It seems silly to put so much work and devote so much visible space to something when you don’t actually understand how to use it to your benefit.

Simply, a QR code is a visual representation of a link that your phone can read.

There are times – when it’s right in front of you – a QR code can work. But even if it physically works, so many people are doing things like sending people to flash sites and other non-mobile optimized places, rendering them useless to most mobile devices.

See, if someone is using a QR code, they’re probably on their phone. So you need to make the experience an easy one, as well as a clear conversion point (that is, know what you want people to do). It needs to be a page that initially loads fast and gets the point across immediately. But many marketers, in their zeal to up-sell clients for extra bucks and make them “look cool,” throw user experience and conversions out the window.

So in certain print situations, I can see a use and have seen efficacy for them (as opposed to a list of ‘theoretical’ ways someone could). And when you’re in production, always have a phone that has a QR code reader and TEST what you are going to put out there and make sure it’s truly easy before you green light.

Here’s some ways QR codes have been or could be useful:

1) Facebook and Twitter - I’ve seen some good user stories around taking people straight to pages. But the social outpost you take them to needs to be engaging.

2) Mass transit – if you could scan the QR code on the sign that is right at your level, and it gives you the next bus or subway time at that stop, that would be awesome (already being done in Florida).

3) RSVP – You have an invitation and the link takes you to a mobile-optimized page where you can sign up/RSVP to an event.

4) Enter to win – Contests have seen a modicum of success in tech-savvy areas.

5) Tour or historical info – I could see a QR code next to a landmark or other site and that takes you to a mobile info page for that exact site with possibly an audio MP3 that plays on your phone as part of a tour.

And some dubious suggestions I’ve seen on the internet:

1) On billboards – Really? Are you serious? Have you practically tried this? I’ve tried numerous times and it doesn’t work.

2) In e-mail – Pointless. You’re already on a computer. QR codes work best on mobile, they’re intended to take the physical digital. Provide a link.

3) Foursquare – Most people are not logged into their mobile browsers and a QR code with your Foursquare address will not always work. And if you think people are going to do the work to log in, you’re wrong. Scanning a QR code for check in is not currently embedded in the app, either. So that’s a pipe dream. Once it is native to the mobile app, people would truly take advantage of it.

Another thing to note – I’d cite some data about who uses QR codes, but research shows lots of contradicting information right now. It’s up 50%, 500% or 1200% or some other number depending on the study, and some will tell you it’s 18-35 and others will tell you 25-46 or some variant. Some studies will say more iPhone users use QR codes, other say more Android users. In short, there’s no consistent data because so to say that the “data” proves it’s good for “x demographic” would be incorrect.

However, if you are literally street smart and focused when you use QR codes, you can connect with new customers. And once app makers include QR reading in-app, you could see a lot more usage (i.e. Foursquare, Facebook, Twitter, etc).