QR code vs Microsoft Tag vs Data Matrix

The term "QR code" is popularly used to refer to oil types of 2D barcode - that is, barcodes that encode their information in a matrix of pixels, rather than a series of vertical stripes. Technically, though, it refers to a specific format originally developed by Toyota subsidiary Dense Wave - and there are several other types of 2D barcode that you might run across.

Microsoft Tag

By far the most popular alternative to QR codes is Microsoft's High Capacity Color Barcode system, branded as "Microsoft Tag" (pictured). This system uses colored patterns, and can support customizable backgrounds, allowing more interesting designs than are possible with QR codes. A lack of visual consistency, however, makes Microsoft Tags less iconic and recognizable than QR.

The Digimarc Discover system is targeted at professional advertising, and works by embedding augmented reality content into images, using watermarks invisible to the naked eye. When these are scanned by specific apps, interactive video or similar content is revealed. The technical demands of the system, and the need for supporting software, however, has seen Discover get off to a slow start.

Data Matrix codes look a little like QR codes, using black-and-white pixels to represent binary data, with an L-shaped border to help scanners locate the code. Similar error-correction systems are employed to improve readability if the barcode is damaged - a common hazard in the military, aerospace and electronics industries where Data Matrix coding is to be most commonly found.