A Clickable World
By now, most people know how to use a QR code. Once you have a reader installed on your mobile device, you just scan the code on a printed piece and it opens a website or a video, or brings some other pertinent data to your screen. It's an excellent way to link the printed and online worlds, and enhance the value of the printed piece.
One problem though: those QR codes are just plain ugly. Designers cringe at the thought of destroying their careful creations with clunky blocks of black bits.
True, there are other types of slightly more pleasant-looking matrix barcodes, like the Microsoft Tag, but wouldn't it be great if you didn't need a barcode at all? One in-plant has been testing such a technology and getting some great results.
University of Mississippi Printing and Graphic Services was chosen by Ricoh as part of a pilot program to test its not-yet-available Clickable Paper technology. Those who attended Graph Expo last fall may recall that Ricoh won a Must See 'Ems award for this image recognition technology, which lets users, armed with the free app, take a picture of a printed page (no code) and get a choice of multiple links to follow for additional information.
"It doesn't just get you to a landing page and you're stuck on that landing page," enthuses Tony Seaman, the recently retired director of Printing and Graphic Services at Ole Miss, in Oxford, Miss., "it gets you to a menu that you can go back and forth on."
Once an image is made "clickable" by the software, one need only point a mobile device at the image and click. The Clickable Paper app, called CP Clicker, opens a menu of six tabs, which can be links to websites, blog posts, social media, videos, etc. Unlike with QR codes, users can chose among several options, then return to the menu to check out the other choices.
Bob has served as editor of In-plant Graphics since October of 1994. Prior to that he served for three years as managing editor of Printing Impressions, a commercial printing publication. Mr. Neubauer is very active in the U.S. in-plant industry. He attends all the major in-plant conferences and has visited more than 130 in-plant operations around the world. He has given presentations to numerous in-plant groups in the U.S., Canada and Australia, including the Association of College and University Printers and the In-plant Printing and Mailing Association. He also coordinates the annual In-Print contest, cosponsored by IPMA and In-plant Graphics.