Best QR Code Colours: How to Use Brand Colours Safely

A black-and-white QR code always works, but a code in your brand colours gets noticed and looks like it belongs on your packaging. You can use colour safely if you follow a few rules.

Rule 1: dark code, light background

Scanners look for dark squares on a light background. Keep the pattern dark (navy, dark green, deep red, purple, brown, charcoal) and the background light (white, cream, pale grey).

Light patterns on dark backgrounds ("inverted" codes) look striking, but some older phones and scanner apps can't read them. If you must invert, test with several phones.

Rule 2: strong contrast

The difference in brightness between the pattern and the background matters more than the colours themselves. Aim for a contrast ratio of at least 4:1, and ideally 4.5:1 or more, the same level used for readable text on websites.

Colours that often fail:

• Yellow, orange and light green on white: too pale
• Red on black or blue on black: both too dark
• Pastels of any kind on white

The Scanlexa designer warns you as soon as contrast drops too low.

Rule 3: gradients need both ends dark

A gradient from dark blue to purple works. A gradient from dark blue to yellow doesn't: the yellow end is too light to read. Every part of the pattern has to pass the contrast test.

Rule 4: colour the eyes for personality

The three big squares in the corners (the "eyes") are a safe place for your accent colour, because scanners find them by shape. A charcoal pattern with brand-coloured eyes looks distinctive and scans perfectly.

Match your logo's colours automatically

If you add your logo in the designer, Match my logo colours finds the main colours in it and suggests schemes that keep strong contrast. Light colours are darkened just enough to scan, so a sunny yellow logo becomes a deep gold pattern rather than an unreadable one.

Backgrounds

• Transparent backgrounds are fine for web use, but when printed they take on whatever is behind them. Use a solid light background for print.
• Never print a code over a photo or a busy pattern. Put it on a solid panel.

Test it

Colours can look different in print than on screen, especially on cheaper printers. Print one copy at the final size and scan it with a couple of phones before ordering in bulk.