Ideally the QR code will lead the recipient to a personalised landing page (PURL) that contains personalised information or a pre-filled sign-up form. Shortened PURLs can be generated to simplify the link for recipients who are entering URLs manually from printed information.
Newer enhancements to print-based digital interactivity include augmented reality applications which give access to additional content such as 3D graphics or video when a printed icon is scanned on a mobile device. There are a number of apps for this which require little or no programming skills to implement, but there is no clear standard, so careful consideration must first be given to the target audience.