Short URLs and QR Codes

Short URLs and QR codes can be great options for a call to action when your audience is unable to click on a link to learn more. These tools are most effective when used together in print projects and certain digital applications, like signage.

Creating Short URLs

Johns Hopkins Technology Innovation Center offers a short URL generator (https://tinyurl.jh.edu/), available to faculty and staff with a JHED ID.

To use this tool, enter your original “long” URL, including https://, and click “Save.” The tool will generate a URL with the following structure: https://t.jh.edu/key—the “key” being a random string of digits specific to your short link. For security purposes, custom keys are only available to LAN Administrators.

Once your short URL is created and in use, you will be able to track how many users access the link, but not when or who. If you’re also creating a QR code for your project, you can use the short URL as your QR code link.

Create a Short URL

Creating QR Codes

There is not an official QR code generator for Johns Hopkins University. We encourage the use of the following tested tools or your favorite, given your QR codes abide by the usage guidelines outlined below.

Tools

The following tools are generally acceptable for creating QR codes:

Placement

There is a time and place for short URLs and QR codes. Using these tools outside of the approved mediums can lead to user distrust, ineffective marketing, and inaccessible links.

DO: Printed Materials

Use QR codes with accompanying call to action text on printed marketing materials that you’re handing out, like flyers and brochures. It’s best practice to also include the destination URL in text for readers to access if they’re at a desktop computer.

DO: Signage

Use QR codes with accompanying call to action text on tabletop, lawn, and digital signage. This use case is ideal for registration links, event details, or other information users might need to access on the go.

DO: Presentations

Use QR codes in your live presentations for the audience to scan while you’re speaking, but when you share slides afterward, include the destination URL for users viewing on a desktop computer.

DON'T: Social Media

Don’t use QR codes in texts or social media. Because QR codes are scanned with a user’s phone camera, it would be inaccessible to scan in a social media post or web app unless the user has a second device. Consider using a short URL or native link instead!

DON'T: Billboards & Buses

Avoid using QR codes on billboards or moving targets. Users do not have time to scan a QR code from far away, especially while they’re driving, or if the QR code’s platform is always moving (like an advertisement on the back of a bus).

DON'T: Websites & Emails

Don’t use QR codes on websites or emails. It’s best practice to include an embedded HTML link in your webpage or email client. The exception to this rule is a QR code used as a check-in or registration tool—these are appropriate to send out via email as a registration confirmation code.

Usage Guidelines

When using a QR code in an acceptable medium (defined above), it’s best practice to use only one QR code at a time. Follow these guidelines to ensure your QR code is branded and effective as a call to action:

Accessibility: Include your short URL along with the QR code for people who cannot or do not want to scan the QR code. This will ensure there is always another way to access information.
Call to Action: It’s important to provide simple and clear context for the QR code, such as “Scan to begin application,” so users know what will happen when they scan. Without this context, QR codes are not trustworthy.
Color: Your QR Code should be black or Heritage Blue on a white or light background. No other colors or gradients should be used in QR codes.
Style: Some QR code generators provide an option to add a logo or customize your code shape. For the sake of consistency across our brand, we ask that you do not include any logos in your QR code and stick to the default square styling.
Size: The minimum size for QR codes is 1 inch by 1 inch. Anything smaller than this prevents the user from being able to easily scan your code.
Usability: Test your QR code before printing or distributing your project.