tag implementation guide

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Microsoft Tag Implementation Guide

Practical requirements and recommendations to ensure successful Tag production

Published: August 2010


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ContentsIntroduction .................................................................................................................................................. 4

Overview of Microsoft Tag ............................................................................................................................ 4

The Medium is the Message ..................................................................................................................... 4

Usage Scenarios: Exploring the Possibilities... .......................................................................................... 5

...and Some Common Challenges ............................................................................................................. 5

Field Testing .............................................................................................................................................. 6

Instructions and User Experience ............................................................................................................. 6

Creating Basic Tags ....................................................................................................................................... 9

General Design Guidelines ........................................................................................................................ 9Tag Content Types .................................................................................................................................. 10

Using Tag Categories ........................................................................................................................... 10

Creating a URL Tag .............................................................................................................................. 10

Creating a Free Text Tag ..................................................................................................................... 11

Create a Digital Contact CardCreating a vCard Tag ......................................................................... 11

Dial a Phone NumberCreating a Dialer Tag ..................................................................................... 13

Creating Custom Tag Images ...................................................................................................................... 13

Replace the Background Image .......................................................................................................... 14

Advanced Design Guidelines ................................................................................................................... 16

Replacing the Color Dots (the "Advanced Design" Method) .............................................................. 19

Tags in Print ................................................................................................................................................. 19

Print Guidelines ....................................................................................................................................... 19

Tag Size Relative to the Viewer ........................................................................................................... 20

Reflections, Shadows, and Angles........................................................................................................... 21

Tags in Electronic Displays .......................................................................................................................... 21Electronic Display Guidelines .................................................................................................................. 22

Tags On Objects and In Other Media .......................................................................................................... 23

Production Guidelines ............................................................................................................................. 24

Environmental Considerations ................................................................................................................ 24

Tags as Temporary Tattoos ..................................................................................................................... 25


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Managing Tag Reports ................................................................................................................................ 26

Best Practices .............................................................................................................................................. 27

Design Checklist for Custom "Quick and Easy" Tags ............................................................................... 27

Design Checklist for Custom "Advanced Design" Tags ........................................................................... 27

Disclaimer

This document is provided as-is. Information and views expressed in this document, including URL and

other Internet Web site references, may change without notice. You bear the risk of using it.

Some examples depicted herein are provided for illustration only and are fictitious. No real association

or connection is intended or should be inferred.

This document does not provide you with any legal rights to any intellectual property in any Microsoft

product. You may copy and use this document for your internal, reference purposes. You may modify

this document for your internal, reference purposes.

2010 Microsoft Corporation. All rights reserved.

Microsoft, DirectX, Power Point, and Windows are trademarks of the Microsoft group of companies.

All other trademarks are the property of their respective owners.


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IntroductionThis document describes practical considerations for the successful implementation of Microsoft Tag

high-capacity color bar codes (HCCBs) in real-world environments. It offers step-by-step instructions and

best practices for streamlining the production of Microsoft Tag bar codes, verifying bar code behavior

in the field, ensuring a superior user experience, and making the most of Tag reporting tools.

Everyone creating and working with Tag should read this guide to help ensure smooth and cost-effective

Tag creation and implementation.

This document is part of a series of guides that supplements information available on theMicrosoft Tag

andMicrosoft Tag Developer CenterWeb sites. This document will be updated and expanded as usage

of Tag bar codes evolves. Check theMicrosoft TagWeb site for the latest version of this guide.

Overview of Microsoft TagTag is a high-capacity color barcode (HCCB) with encoded information. Organizations and individuals can

create specific Tags by using the Microsoft Tag Manager Web service. When the Microsoft Tag Reader

application is installed on a mobile device, the Tag Reader can be used to scan a Tag using the built-in

the device camera. When a Tag is scanned by the Tag Reader, the information encoded into the Tag

becomes available on the mobile device.

Although Tags are easy to create, how Tags are placed in the field will influence how effective they are in

communicating the encoded information to the audience. This guide provides best practices for

producing Tags in different types of media. Additionally, it addresses the best practices for testing Tags

in the field.

The Medium is the MessageTags should be produced and distributed so that users can physically locate and scan the bar codes

reliably with mobile device cameras. Choose a delivery medium for your Tags that makes practical sense

for your campaign in terms of discoverability, usability, and accessibility. This implementation guide

describes requirements and best practices for creating Tags for the following media types:

PrintFor Tags that appear in magazines, posters, flyers, pamphlets, and other printed media Electronic displaysFor Tags that appear on computer screens, TVs, jumbotrons, and other

light-emitting media

Apparel and other mediaFor Tags that appear on clothing and Tags composed of othermaterials, such as embroidery, jelly beans, and placards held by fans in a sports arena

As you plan how to incorporate Tags in your campaign, you have to map out the likely usage scenarios

and consider the pros and cons of placing your Tags in different places and situations. Make sure to

askand answerthe following questions:

What materials will your Tags be made of? On what kinds of surfaces will you place your Tags?
http://tag.microsoft.com/http://tag.microsoft.com/http://tag.microsoft.com/http://tag.microsoft.com/developer.aspxhttp://tag.microsoft.com/developer.aspxhttp://tag.microsoft.com/developer.aspxhttp://tag.microsoft.com/http://tag.microsoft.com/http://tag.microsoft.com/http://tag.microsoft.com/http://tag.microsoft.com/developer.aspxhttp://tag.microsoft.com/


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What are the physical conditions or environments in which users will discover your Tags? How will users be expected to interact with the content in your Tags?

Usage Scenarios: Exploring the Possibilities...

The possibilities for usage and placement of Tags are almost limitless. To give you an idea of what we

mean, here are some usage examples for Tags:

An automobile company might want to place a Tag on a billboard as a way to advertise their latest

models to potential customers. Passengers and pedestrians could scan the tag as they pass by.

A film production company might put Tags pointing to a movie trailer on a poster at a movie theater,

guiding the customer to more extensive information and interviews with the movie stars.

A video game company makes special custom Tags to be used at its trade show booth, allowing gamers

to scan the Tag for custom in-game gear or clothing.

A sports drink company might choose to display a series of Tags for a product on the jumbotron in a

stadium during a game, providing the fans with a collection of "secret phrases" throughout the game

that enable free products or discount coupons.

...and Some Common Challenges

With such freedom of expression comes the need for thoughtful consideration, planning, and

implementation of your Tag project. Using the same scenario examples above, let's examine some of the

potential implementation challenges you might face:

The automobile company's freeway billboard could be a distraction to motorists who may try to scan the

Tag while driving, or something in the environment (such as a light post or large truck) might block a

passenger's view.

The film production company's Tags may be obscured by the reflective glare from the poster's glass case

under some lighting conditions, making it difficult to scan the Tag.

The video game company's Tag works well in the studio, but the cool blue lighting on the show floor

makes the Tag's colors appear all blue, which might impede successful scanning during the trade show.

The sports drink company Tags might become too washed out from the glare from the stadium lights or

bright sunshine to scan the tags consistently. Moreover, some fans may be sitting too far away, too

close, or at the wrong angle to be able to scan the Tags successfully.

Of course, you can still use Tags in scenarios like these and many others. However, before doing so, you

should thoroughly test the proposed implementation under similar, real-world conditions to discover

and fix any issues before they negatively impact your project. Well go into these issues in more detail in

the next section, "Field Testing."


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Field Testing

Field testing your Tag in the environment in which users are expected to discover it is an essential

component of a successful project or campaign. Developing and field-testing a proof of concept may

represent higher overhead, but doing so will save you time and money in the long run.

Tags are very resilient with respect to the color variations of printers as well as to differing cameraoptics across different manufacturers' phones. Make sure to follow the production recommendations in

this guide to ensure that your Tag works on the broadest possible range of mobile devicesthis is

especially important when using Tags designed with customized images.

Equally important is field-testing your proof-of-concept using a variety of phones, from a variety of

manufacturers. Apple iPhone and RIM BlackBerry may have the most robust digital camera support, but

not all of your mobile audience can be counted on to be using these devices. Make sure to include a

representative sample of low-end, middle-end, and high-end phone models when field-testing your

Tags.

Test your Tags under different lighting conditions. Consider the user's distance from the Tag and other

possible conditions such as weather, crowds, reflective glare, the background surface of the Tag, and so

on.

Mobile device browsers often have different characteristics than desktop browsers have, so it pays to

assess how the target content of each Tag displays on a wide variety of mobile device browsers. Verify

that any important Web features work, regardless of the browser used. Furthermore, test your Tag

content under a variety of conditions per browser; for example, by limiting the display to text-only

content, preventing scripts from running, and other conditions.

Keep in mind that video support varies greatly across different mobile platforms and browsers. If yourTag's target content includes a video, we strongly recommend thorough field testing. (In fact, you may

want to consider partnering with a mobile video provider who can offer seamless support across

different platforms to deliver a great video experience.)

In short, step through your entire user experience with a variety of mobile devices and a variety of

manufacturer and third-party mobile browsers, and do so in the places where you expect your audience

to discover and use your Tags.

Instructions and User Experience

Because the idea of scanning bar codes with a mobile phone camera is fairly new to most people,

Microsoft requires you to provide basic instructions near each Tag that explain to users how to

download and use the Microsoft Tag Reader application. Users should be directed to download the Tag

Reader from Microsofts then current download service (currently designated ashttp://gettag.mobi).

For suggestions for the download text and layout in relation to the Tag, see the Location of user

information in relation to the Tag bullet lower in this section. You can also write your own instructions

in the style and wording that suits your audience and business objective. However, make sure that your

instructions accurately reflect where users can download the Tag Reader.
http://gettag.mobi/http://gettag.mobi/http://gettag.mobi/http://gettag.mobi/


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Give some thought to how and where users will find the instructions. Keep your wording short and clear.

Set the user's expectations accurately. Make sure that the font is large and discernable enough to read

in the same conditions under which the user is expected to scan the Tag.

When you decide to write your own instructions to the user, follow these guidlelines and requirements:

General guidelines.o You must provide information about how to download and install the Tag Reader

application. For example, Get the free mobile app athttp://gettag.mobi.

o The content that is published next to the Tag (referred to as Tag content in thisdocument) should be reasonably related to the context in which the Tag is published or

printed. For example, the Tag content associated with a Tag printed on a movie poster

should reasonably relate to the movie or some aspect of the movie. You should also

provide information that tells users what scanning the Tag will do. For example, will

scanning the Tag open a Web session on the phone? Will it dial a phone number? Will it

download information onto the phone? If scanning a Tag will download information,

what kind of information will be downloaded?

Promotion of Services related to creating Tags. If you use the Microsoft Tag API service tocreate Tags on behalf of other third parties, you may not promote any of your products or

services in association with the API, Web Service, or Tags in a way that would make the

ownership of the API, Web Service, or Tags by Microsoft confusing to the user. 3rd parties

should not associate their product name or reference their service in close proximity to Tags

created using the Microsoft Tag API service. The Tags should be standalone and not adjacent to

any branding but Microsoft Tag. 3rd parties can include under the instructions for downloadingand installing the Tag Reader text which promotes their services used to create Tags, for

example This Tag was created using . Any services which you

provide to create Tags should reference the Microsoft Tag or Tag product name.
http://gettag.mobi/http://gettag.mobi/http://gettag.mobi/http://gettag.mobi/


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Suggested fonts. You can use any font to display Tag content. The default font is Arial. Minimum font size. The size of the text in Tag content should be readable in relation to the size

of the Tag.

Location of user information in relation to the Tag. If user information is printed near the Tag,the description of what the Tag does should be printed above or to the right of the Tag.

Instructions for downloading the Tag Reader application should be printed below or to the right

of the Tag. If all user information is printed on the right side of the Tag, the content about

downloading the Tag Reader should be printed below the information about what the Tag does.

(Required: Do not position any text or other markings in the white border of the Tag.) The

following are some examples of the Tag content layout and suggested language:

Placement. Depending on how your Tags are used, user instructions for downloading the TagReader and using Tag do not have to be provided next to each Tag. The method that you use

must be reasonably likely to be seen by most of the people who see your Tag. For example:

o If Tags are located throughout a retail, museum, or attraction environment, you canprovide the information on signage located in prominent locations in the store,

museum, or attraction, instead of next to each Tag.

o If Tags are located throughout a catalog, magazine, or other printed work, you canprovide the information in prominent locations in the printed work, instead of next to

each Tag.

o Required: If Tags are used as part of a video, the information must be presented at thebeginning of the video content, instead of every time that a Tag is displayed. The Tag

Reader URL (http://gettag.mobi) must be displayed as part of the video.

o If Tags will be displayed directly to another person, such as on a business card, you mayprovide the information on the reverse side of the printed material.


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Creating Basic TagsCreating a Tag is fairly straightforward. The first time you visit the Tag Manager Web service, you will be

prompted to create a free user account. Once you have signed in, the Tag Manager page will be

displayed. This is where you create Tags, prepare files for production in other formats, and edit them as

necessary.

General Design Guidelines

Tags use a space-efficient set of color or black-and-white triangles, as illustrated in the following

example:

Tags are generated in vector graphics format so that they can be infinitely scaled from small to large yet

maintain a crisp visual appearance. The width of the white space around the Tag is equal to the height of

the bottom black bar, as shown:

Correct

The bottom of the Tag is anchored by the thicker black horizontal bar, and the white border

surrounding the Tag must remain intact, without any encroachment of lines, figures, or other

occlusions in order to remain readable. The following example shows Tags with the black horizontal bar

or white border improperly modified with text or an arrow.


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Incorrect

As a general rule, normal five-line color Tags must be at least 3/4" by 3/4" as seen by the user; black and

white Tags must be at least 7/8" by 7/8". These size requirements include the white space around the

Tag.

These sizes work well with the entire current range of camera phones (though higher-end phones with

better lenses may be able to scan Tags at much smaller sizes).

Tag Content Types

There are four basic content types (URL, free text, vCard, and dialer) that can be linked with Tags. Tags

created with the Tag Manager are, by default, a URL Tag that will open a Web site in a mobile browser.

Using Tag Categories

Each Tag you create will be assigned a category by the Tag Manager for tracking and reporting purposes.

By default, Tags are assigned to the "Main" category. You aren't required to create new categories, but

separating your collection of Tags into categories enables more organized tracking and reporting of your

Tag usage. You can create new categories at any time to suit your particular needs. Note that you can

also move Tags from one category to another, except when the destination category was created after

the Tag itself. For this reason, you may want to create your categories before you begin to create your

Tags. For more information, see the Categories tab on the home page of the Tag Manager.

Creating a URL Tag

This type of Tag opens the mobile device browser, and displays the Web site of your product or

campaign.

To create a URL Tag:

1. Open the Tag Manager.2. Designate the category for the Tag using the Category drop-down menu.3. Click Create a Tag.4. Type a unique name for the Tag in the Tag Title box. This name can be up to 50 alphanumeric

characters long.

5. Select URL as the Tag Type.6. The Tag Notes field is an optional field. This field is limited to 200 alphanumeric characters.


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7. Specify the Start Date for your Tag. The Start Date is the date that scanning the tag will launch thedesignated action. By default, the Start Date is the date a Tag is created.

8. Specify an End Date for your Tag, or select No End Date. By default, Tags are not assigned an enddate.

Note: The Start and End dates of a Tag must fall within the date range specified for the category to

which the Tag is assigned.

9. Type the target URL in the URL text box.10.Click Save. The URL Tag is listed in the Manage Existing Tags table of the category you designated.11.To clear your changes and revert Tag data back to the default values, click Reset.Creating a Free Text Tag

Using this Tag, you can send customers a free text message promoting your product, service, or

campaign.

To create a free text Tag:


characters long.

5. Select Free Text as the Tag Type.6. The Tag Notes field is an optional field. This field is limited to 200 alphanumeric characters.7. Specify the Start Date for your Tag. The Start Date is the date that scanning the tag will launch the

designated action. By default, the Start Date is the date a Tag is created.


9. Type the message you want to convey in the Free Text text box. This field is limited to 1000characters.

10.Require a password to access read the message encoded into a Free Text Tag. Using a password torestrict access to the message encoded in a Tag is optional. Passwords can include as many as 20

characters.

11.To protect the Tag content with a passworda. At the Protect with Password field, select the Yes check boxb. Enter the password.c. To see the password, select the Show Password check box.

12.Click Save. The Tag is listed in the Manage Existing Tags table of the category you designated.13.To clear your changes and revert the Tag back to the default values, click Reset.

Create a Digital Contact CardCreating a vCard Tag

Use of the vCard Tag to send your customers and contacts your electronic business card.


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To create a vCard Tag:


characters long.

5. Select vCard as the Tag Type.6. The Tag Notes field is an optional field. This field is limited to 200 alphanumeric characters.7. Specify the Start Date for your Tag. The Start Date is the date that scanning the tag will launch the



Note: The Start and End dates of a Tag must fall within the date range specified for the category

to which the Tag is assigned.

1. At vCard Type, choose From File to upload contact information, or choose Specify Detail to enterthe contact information.

To upload contact information from a file

a. Click Browse...,.b. Select the vCard file that contains the appropriate contact information.To specify contact information using Tag Manager

Select Specify Detail to manually enter the details to include in the contact information encoded

into the Tag. The following table shows the available contact fields.

Text Box Description

First Name Your first name

Last Name Your last name

Job Title Your job title

Department The name of the department in which you work

Company The name of your company

Web Site The Web site address of your company

E-Mail Your e-mail address

IM Address Your instant messaging address

Work Phone Your work phone number

Home Phone Your home phone number

Mobile Your cell phone (or mobile phone) number

Fax Your fax number

Street The street address where your company is located

City The city in which your company is located

State The state in which your company is located

Zip/Postal code The zip or postal code of your company

Country The country in which your company is located


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9. To protect the Tag content with a passworda. At the Protect with Password field, select the Yes check boxb. Enter the password.c. To see the password, select the Show Password check box.

10.Click Save. The Tag is listed in the Manage Existing Tags table of the category you designated.11.To clear your changes and revert the Tag back to the default values, click Reset.Dial a Phone NumberCreating a Dialer Tag

When scanned with the Tag Reader, a Dialer Tag initiates a call to the phone number specified in the

Tag.

To create a Dialer Tag:


characters long.

5. Select Free Text as the Tag Type.6. The Tag Notes field is an optional field. This field is limited to 200 alphanumeric characters.7. Specify the Start Date for your Tag. The Start Date is the date that scanning the tag will launch the



9. In the Phone Number text box, enter the number to dial.10.To protect the Tag content with a password

a. At the Protect with Password field, select the Yes check boxb. Enter the password. To see the password, select the Show Password check boxc. To see the password, select the Show Password check box.

11.Click Save. The Tag is listed in the Manage Existing Tags table of the category you designated.12.To clear your changes and revert the Tag back to the default values, click Reset.

Creating Custom Tag Images

To provide a wide variety of branding and creative opportunities, Tags are customizable. You can modifyhow a Tag looks to suit your individual and business goals.

The "Quick and Easy" approach lets you customize Tags by using dots instead of triangles and replacing

the background with an image, as shown:


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Using the "Advanced Design" approach, you can create more intricate designs by integrating symbols

into the design concept, as shown:

Either type of customized Tag image can be rendered in color or black-and-white. The minimum size of a

customized Tag is a 1.25" square.

Both design approaches start with creating a standard Tag (URL, free text, vCard, or dialer). Refer to the

previous section to create a Tag, if you haven't created one already.

To create a custom Tag image:

1. Sign-in to the Tag Manager.2. Create a basic Tag.3. Select the Tag to customize from the Manage Existing Tags table.4. Click the Tag icon in the Render column of the table.5. In the Render dialog box, use the File Type drop-down menu to select wmf.6. Note Microsoft Tag only supports custom Tags for WMF and PDF files. Microsoft PowerPoint does

not support PDF files.

7. Specify the size of the Tag as equal to or larger than 1.25";8. Select Custom.9. Click Render.10.Save the rendered Tag.Replace the Background Image

Once you've created and saved a custom Tag, you're ready to add your own background. Here are steps

for using Microsoft PowerPoint or Adobe Illustrator to customize the background of your Tag.

To add a background image with PowerPoint:

1. Launch PowerPoint.2. Create a new presentation.3. Click the Insert tab in the ribbon.4. In the Images group, click Picture.5. Browse to and select the background image you want to use with your Tag, and then click Insert.6. Click the Insert tab in the ribbon again.7. In the Images group, click Picture.8. Browse to and select the custom Tag image file, and then click Insert.9. Right-click the custom Tag image.


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10.On the shortcut menu, click Bring to Front.11.Resize, crop, and position the background and custom Tag image so that the background fits inside

the Tag area. Make sure to maintain the white space around the perimeter of the Tag. For more

information, see About Tag Borders.

12.Draw a box around the images to select both of them, as shown:

13.With both images selected, click the Format tab in the ribbon.14. In the Arrange group, click Group.15. In the drop-down menu, click Group.16.With the grouped image still selected, right-click the image.17.On the shortcut menu, click Save as Picture.18.Name the image and save it as a .jpg, .gif, .png, or .wmf file.To add a background image with Adobe Illustrator:

1. Start Adobe Illustrator and open the Tag image.2. Rename Layer 1 to "Tag."3. Create a new layer for the background image and name it "Background."


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4. Drag the Background layer so that it is beneath the Tag layer, and then lock the Tag layer.

5. Click the Background layer bar to make Background the active layer.6. On the File menu, click Place.7. Select the image you want to use as the background image, and then click Place.

8. Resize, crop, and position the background and custom Tag image as needed to make the backgroundfit inside the Tag area. Make sure to maintain the white space around the perimeter of the Tag. (For

more information, see "About Tag Borders.")

9. Save the Illustrator file.10.Save the Tag as a file:

On the File menu, click Export to save the Tag in .jpg, .gif, .png, or other image format. On the File menu, click Save As to save the Tag in .pdf or other file format.

Advanced Design GuidelinesFollow these design guidelines to create custom Tag images that can be read reliably:

Preserve the Tag borders. Design for the color dots. Replace or integrate your Tag's color dots with design elements of the same color family, and in

equivalent location.


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Maintain the hue of the original color dot. You have some flexibility to work within a range ofsaturation and brightness within that hue.

Verify the scan integrity of custom Tag by using the Tag Reader in verification mode.About Tag Borders

The Tag border is a part of the Tag that must not be customized or changed in any way. The Tag borderincludes the white area around the Tag (shown at left below; note that the white border is the same

width as the height of the bottom black bar) as well as the black border and the timing markers of the

Tag frame. The second image (at right below) shows the areas of the Tag that cannot be changed or

removed.

Designing for the Colored Dots

To create a reliable custom Tag image, you may disguise the existing color dots with the design of yourimage, but the position of the existing dots must be maintained. There is, however, a range of color

flexibility for saturation and brightness.

This figure below is an example of how you can replace the color dots with other design elements while

maintaining the hue and location of the original color dots.

Depending on your design, you can replace the color dots one-by-one, with other design elements. You

can also have a larger design element replace multiple color dots, as illustrated below. The first image


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shows four color dots, two of which are black. In the second image, the bird replaces the two black dots.

You can use a single shape or design element to cover two or more adjacent color symbols, as shown:

Original Tag Image

Customized Tag Image

Make sure that the center of the original color dot is entirely enclosed within the new design element.

Hue Ranges

Hue, saturation, and brightness (HSB) values are used to describe the relationship among colors. By

using HSB values, you can ensure the color hues you use in your custom Tag images allow the Tag to be

scanned reliably. The Microsoft Tag Reader can work within a range of brightness and saturation values

for a color dot hue to provide more creative flexibility in the design. You can use any design element of

any color in the areas not occupied by the color dots. In the figure below, the red squares indicate the

acceptable range of saturation and brightness for each of the non-black color hues. Black should always

remain black.


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The color areas shown below illustrate the dynamic range of saturation and brightness for each of the

three color hues.

Make sure that the brightness and saturation of your design elements are within the acceptable range.

Replacing the Color Dots (the "Advanced Design" Method)

Once you have created a custom Tag, you can use an image editor to replace the color dots with other

imagery or symbols, or you can incorporate the color dots into surrounding design artwork.

To incorporate the Tag dots into your design

1. Start your image editor application and open the custom Tag image file you've created for thispurpose.

2. Create a new layer for the new symbols or design elements. Make sure this layer is above thecustom Tag image layer.

3. Create new symbols or design elements for each color dot, adhering to the location and huerequirements for the color dots in your custom Tag image file.

4. Delete or hide the colored dots in the custom Tag image.5.

Save your customized Tag.

Tags in PrintThis section addresses implementation considerations specific to printed Tags; however, most guidelines

for printed Tags also apply to Tags in other formats. The primary considerations for all Tags include:

Ensure that the Tag appears in the correct dimensions and size relative to the anticipated angleand distance from the user.

Ensure that the Tag border is not clipped. Ensure that the background material or color on which the Tag appears does not interfere with

the ability of the Tag Reader to scan the Tag.

Ensure that the environment in which the Tag is published has sufficient and compatiblelighting for users to scan the Tag reliably.

Print Guidelines

As-is Printing. You must print or display the Tag and its surrounding white space exactly asrendered by the Tag system.


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Clear Space. The white space surrounding the Tag image must be equal in width to the height ofthe black bar at the bottom of the Tag. You must not obscure or encroach in this space in your

materials, or else the Tag may not be readable.

Minimum vs. Relative Size Requirements. Normal five-line Tags must be printed or displayed ata size of at least 3/4" x 3/4" relative to the user. Black and white Tags must be printed or

displayed at a size of at least 7/8" x 7/8" relative to the user. These minimum size requirements

include the white space around the Tag. These minimum sizes have proven to work well with

the entire current range of camera phones, although higher-end phones with better lenses may

be able to scan Tags at much smaller sizes.

Tag Size Relative to the Viewer

Due to Physical Optics Geometry, as you increase the size of a Tag, the maximum distance from which it

can be scanned follows a linear progression as shown in the following graph:

By using this graph, you can extrapolate the straight line to any Tag size to determine the maximum

distance from which it can be successfully scanned. Based on these results, the safe minimum ratio of

distance to Tag size is 7.5 to 1.


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In all cases, note that distant Tags must be illuminated enough so that the devices camera can detect it.

Also note that the relative distance and angle of a large Tag might not be uniform in large crowd

situations, so not all of the target audience will be able to scan the Tag.

Reflections, Shadows, and Angles

Strong reflections or shadows on a Tag will reduce how reliably a Tag can be scanned. If possible, avoidsituations where bright reflections or sharp shadows fall across the Tag.

Behind Glass. Tags will normally be readable when displayed behind glass, as in the window of astore or in a poster display case. However, try to avoid situations where direct sunlight or bright

lighting causes strong glare on the glass.

Vertical vs. Horizontal Display. Displaying Tags vertically (for example, on a wall or in a window)reduces the possibility of the camera phone itself casting a shadow across the Tag. Tags placed

horizontally (for example, lying flat on a tradeshow table) may be more difficult to scan due to

issues with shadows. Bright overhead lighting can exacerbate this issue.

Adequate Lighting. Tags will be hard to read in dark conditions, such as in a nightclub orcandlelit restaurant. Moreover, the hue and color saturation of mood lighting, such as strong

blue or red lighting at an event, can affect Tag detection. Neutral lighting is best for reading

Tags.

Avoid Acute Angles. The Tag Reader application is generally very tolerant of skewed angleswhen scanning Tags; however, the quality of some camera phones may make it difficult to scan

a Tag if the angle of the Tag relative to the user's phone is too acute.

Avoid Acute Curves. As a corollary to the preceding guideline, placing a Tag on a highly curvedsurface, such as a tube or a ball shape, may distort the Tag too much and make it unreadable. All

of the Tag must be visible in the Tag Reader viewfinder at the same time in order to be

scannable.

Always make a few proof-of-concept Tags and field test them. As much as possible, test the Tags

under the same real world conditions in which your target audience is expected to encounter them.

Tags in Electronic DisplaysThis section covers implementation considerations for Tags that appear in light-emitting media such as

televisions, computer monitors and handheld device screens, LED reader boards, jumbotrons, and so on.

Displaying Tags electronically can potentially reach a world-wide audience.

Electronic media emit the necessary light to illuminate displayed Tags; however, glare or reflections

from other light sources in the environment can interfere with a mobile camera's ability to scan an


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electronically displayed Tag. Moreover, presenting Tags electronically comes with a share of special

considerations because of the wide variety and quality of electronic display devices.

For the most part, the guidelines for printed Tags also apply to Tags in electronic displays. The main

consideration for displaying electronic Tags has to do with variability in the size, type, and quality of

video monitors. Tags displays well on LCD monitors, but not so well on CRT monitors. The problemstems not from screen resolution or pixilation, but from variability in dots per inch (DPI) among different

monitor brands and models. If you want the Tag to be available on every possible video monitor, the Tag

may end up looking unattractively big on the average screen, while appearing too small to be scanned

on monitors with lower DPI.

Also keep in mind that effects from CRT screens are entirely dependent on the imaging system of each

cell phone type. The conversion of an image into a digital signal can be entirely unpredictable from

handset to handset, even when from the same manufacturer, because of variations in the CCDs (charge-

coupled devices) in mobile digital cameras.

Therefore, depending on the CRT and the mobile device used, the Tag Reader may not be able to read a

given Tag off of a CRT. The image captured by the phone camera may be blurry due to the interlacing

and other factors. As a general rule, assume that the average computer user's screen displays 120 DPI,

and then test your Tag on a variety of computer monitors. The importance of thorough field testing

cannot be overemphasized when it comes to displaying Tags electronically. Understand that there will

be tradeoffs at each end of the CRT screen spectrum.

Beyond that, the main considerations with any Tag, electronic or not, is to make sure that the Tag

appears in the correct dimensions and size relative to the user; that the Tag border is complete and not

clipped; that any image or color behind the Tag does not interfere with readability; and that there is

sufficient brightness, clarity, and lack of glare or reflection in the display for users to scan the Tagreliably.

Electronic Display Guidelines

Clear Space. You must retain the Tag's surrounding white space, which is equal in width to theheight of the Tag's bottom black bar. You must not obscure or encroach in this space in your


Minimum Size. On an electronic display, the Tag should be at least 54 pixels. You must display

the Tag and its surrounding white space exactly as rendered by the Tag system. As with print,

normal 5-line Tags must be displayed at a size of at least 3/4" x 3/4" relative to the user. Black

and white Tags must be displayed at a size of at least 7/8" x 7/8" relative to the user. These

minimum size requirements include the white space around the Tag. These minimum sizes have

proven to work well with the entire current range of camera phones, although higher-end

phones with better lenses may be able to scan Tags at much smaller sizes.


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Dots Per Inch. Tags display well on LCD monitors, but they can run into some readabilityproblems on CRT monitors due to variability in DPI values. Program your Tag display for an

average of 120 DPI, and make sure to test your Tag on a variety of computer monitors.

Size Recommendations. When camera phones cannot get close to your Tag, such as when theTag is on a reader board, you must display Tags at a larger size. As a rule of thumb, the width

and height of a Tag should be at least 1 inch for every 1 foot that a user must stand away from

the Tag. Refer to "Tag Size Relative to the Viewer"in the previous section for details.

Note: Distant Tags need to be illuminated enough so that a device camera can see it.

Avoid Acute Angles. The Tag Reader application is generally very tolerant of skewed angles

when reading Tags; however, the quality of some camera phones may make it difficult to scan a

Tag if the angle of the displayed Tag relative to the user's phone is too acute (so that the Tag

appears heavily distorted in the viewfinder).Note: The relative distance and angle of a big Tag on

a jumbotron may not be uniform in large crowd situations (for example, fans in a stadium). In

such cases, not all of the target audience will be able to scan the Tag.

Avoid Acute Curves. As a corollary to the preceding guideline, displaying a Tag on a highlycurved screen, such as a tube or a ball shape, may distort the Tag too much and make it

unreadable. All of the Tag must be visible in the Tag Reader viewfinder at the same time to be

scannable.

Tags On Objects and In Other MediaThis section covers implementation of Tags displayed on surfaces other than general print media, such

as on T-shirts, odd-shaped product packaging, or any other surface that may not have the same light

reflecting qualities as regular print media. Examples might include a Tag stenciled onto a bike, car, or a

bus, or printed on a plastic cling-on. Tags can be created using heterogeneous or discrete materials, such

as a design of appropriately colored and placed jelly beans, buttons, marbles, or stones. Tags can be

woven or embroidered with fabric and thread. Tags can be placed on skin as temporary tattoos.

A Tag may be "dressed up" so that it doesn't look like a Tag at all, but whatever its form, the Tag must be

constructed and displayed in such a way that it can be reliably scanned by a Tag Reader in the expected

environment. In addition to the guidelines described previously, pay close attention toand test for


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angle and surface curvature issues, color accuracy, Tag integrity (that is, that the required borders are

preserved), and environmental lighting.

Production Guidelines

As-is Production. You must create and display the Tag and its surrounding white space exactlyas rendered by the Tag system to avoid readability problems.

Clear Space. You must retain the Tag's surrounding white space, which is equal in width to theheight of the Tag's bottom black bar. You must not obscure or encroach in this space in your


Minimum Size. Normal 5-line Tags must be displayed at a size of at least 3/4" x 3/4" relative tothe user. Black and white Tags must be displayed at a size of at least 7/8" x 7/8" relative to the

user. These minimum size requirements include the white space around the Tag. These

minimum sizes have proven to work well with the entire current range of camera phones,

although higher-end phones with better lenses may be able to scan Tags at much smaller sizes.

Size Recommendations. When camera phones cannot get close to your Tag, you must make theTag at a larger size. A general rule of thumb is for the width and height of a Tag to be at least 1inch for every 1 foot that a user must stand away from the Tag. Refer to the earlier section, "Tag

Size Relative to the Viewer,"for details.

Environmental Considerations

Reflections and Shadows. Strong reflections or shadows on a Tag will reduce scanningperformance. If possible, avoid situations where bright reflections or sharp shadows fall across

the Tag.

Use Behind Glass. Tags will normally be readable when displayed behind glass, as in the windowof a store or in a display case. However, try to avoid situations where direct sunlight or brightlighting causes strong glare on the glass.

Vertical vs. Horizontal Display. Displaying tags vertically, as on a wall or in a window, reducesthe possibility of the camera phone itself casting a shadow across the Tag. Tags placed

horizontally (e.g., laying flat on a trade show table) may be more difficult to scan due to issues

with shadows. This is most important when there is very bright overhead lighting.


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Adequate Lighting. Tags will be hard to read in dark conditions, such as in a nightclub orcandlelit restaurant. Moreover, the hue and color saturation of mood lighting, such as strong

blue or red lighting at an event, can affect Tag detection. Good neutral lighting is best for

reading Tags.

Avoid Acute Angles. The Tag Reader application is generally very tolerant of skewed angleswhen reading Tags; however, the quality of some camera phones may make it difficult to scan a

Tag if the angle of the Tag relative to the user's phone is too acute (so that the Tag appears

heavily distorted in the viewfinder).

Avoid Acute Curves. As a corollary to the preceding guideline, placing a Tag on a highly curvedsurface, such as a tube or a ball shape, may distort the Tag too much and make it unreadable. All

of the Tag must be visible in the Tag Reader viewfinder at the same time in order to be

scannable.

Tags as Temporary Tattoos

Temporary tattoos are a unique implementation of Tags for events, products, and entertainment. If you

choose to create temporary tattoo Tags, there are some specific considerations to keep in mind.

Modern temporary tattoos usually consist of a sheet of paper, ink, glue, and a protective plastic sheet.

The front of the sheet paper has a special coating upon which the tattoo image is printed in reverse with

special inks. A layer of glue is then applied on top of the image. A thin, transparent plastic sheet is

placed over the front of the sheet to protect the image and glue layer. The back of the sheet is left

untreated and can be printed with instructions and/or the tattoo image.

Transfer temporary tattoos are usually applied by removing the plastic sheet, placing the image face

down against the skin and moistening the paper backing thoroughly. The backing can then be carefully

removed, leaving the image in place until it fades away (typically after 3-5 days) or is washed off.

To make a temporary tattoo out of a standard or custom Tag, you will have to print the Tag in reverse

using the same process as other temporary tattoo pictures. However, a reversed Tag cannot be

scanned, and some users may want to scan the Tag without applying the tattoo. It's a good idea to

include a regular printed image of the Tag on the back of the sheet of paper along with the user

information and instructions.

There is also a diversity issue to consider if you implement your Tag as a temporary tattoothebackground color of the user's skin may affect a Tag's readability. If the skin is dark and the Tag has no

white border, it will not be readable. You must include a white background and border (rather than a

transparent one) to avoid potential problems.

Moreover, tattoos of any kind, temporary or not, may be viewed negatively in some cultures and social

groups. A tattoo Tag may not be successful among users who are against the idea of applying an image


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to their skin. Make sure to provide an alternate means of scanning the Tag to help avoid cultural

sensitivity issues.

Managing Tag Reports

TheMicrosoft Tag Manager Web site allows you to create various reports to analyze the performance ofindividual Tags and Tag categories by using theReport Center. The data available in the Report Center

can help you make your campaigns and promotions more effective. This is also where the creation of a

"Category" taxonomy for your project will prove to be most useful (see "Using Tag Categories" in the

"Creating Basic Tags" section of this guide).

To generate a Microsoft Tag report:

1. Sign-in to the Tag Manager Web service.2. Click the Report tabto open the Report Center page.

Here you will be able to generate the following reports:

Daily Scans. The "Individual Tag" report charts the number of scans for an individual Tag withina specified time span.

Scan Totals. The "Tag Performance (Tags vs. Scans)" report charts the total number of scans forall the active/paused/frozen Tags in a category, over their lifetime, or within a specified period

of time.

Scan Totals by Category. The "Individual Category" report charts the total number of scans foreach of the categories within a specified time span.

Daily Scans (Multiple Tags). The "Comparative Time vs. Scans for Tags" report charts thenumber of scans per day for multiple Tags in each category.

Daily Scans (Category Totals). The "Category Performance (Categories vs. Scans)" report chartsthe sum total of scans per day for all of the Tags in the categories youve created.

Daily Scans (Compare Categories). The "Comparative Time vs. Scans for Categories" reportcompares the total number of daily scans for each of the categories you select.

You also have several options for saving, copying, printing, and comparing reports. Using the list of icons

just above a given report, you can:

Save Chart Image. Either open or save a .png file of the chart on your computer. Copy Chart. Copy the chart to the Clipboard. Print Chart. Print the chart. Print Preview. Display the chart as it will look when printed. Select Chart Type. Select a chart type from the list. The following chart types are available: Line,

Spline, Column, Area, and Spline Area.

Select Color Palette. Display the chart in the colors of your choice.
http://tag.microsoft.com/manageads.aspxhttp://tag.microsoft.com/manageads.aspxhttp://tag.microsoft.com/Reports/ReportLauncher.aspxhttp://tag.microsoft.com/Reports/ReportLauncher.aspxhttp://tag.microsoft.com/Reports/ReportLauncher.aspxhttp://tag.microsoft.com/Reports/ReportLauncher.aspxhttp://tag.microsoft.com/manageads.aspx


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Toggle 3D View. Display the chart in a three-dimensional format. Export to Excel. Export the data into an Excel spreadsheet, creating one tab per category.

Specific instructions for generating each kind of report are available through the Microsoft Tag Manager

Web site Help.

Best PracticesThis section summarizes the main "dos and don'ts" of implementing Tags.

DO:

Test the finished Tag in the actual target environment. Define your target audience. Step through the entire real-world user experience to solve

problems proactively.

Provide clear user instructions and context for the Tag. Test your Tags on a variety of high-end and low-end devices from a variety of manufacturers. Test your Tags on devices that run a variety of operating systems. Test your Tags on devices that use a variety of Web browsers. Field test your Tags with a cross-section of target users. Test the Tag on the final print media; that is, go through the complete printing process. Consider globalization and localization issues in large Tag campaigns, including social and

political appropriateness, user comprehension, and so on.

DO NOT:

Place or promote Tags in situations that would be unsafe for users to scan the Tag. (Billboards,for example, are okay for pedestrians, but present problems for drivers.)

Place or promote Tags in locations that are difficult or impossible for users to be able to scanreliably. (On a windsurf board sail, for example; the object is moving fast and at irregular

distances, and the image may be blocked by the windsurfer.)

Place or promote Tags on surfaces that are too curved or irregularly shaped. For example, hotair balloons might seem to be a great promotion opportunity, but the curvature distortion

around the balloon prevents the Tag Reader from being able to scan the entire Tag.

Place or promote Tags in locations where the relative position of the user may be too close, toofar, or at too acute of an angle to scan the Tag.

Design Checklist for Custom "Quick and Easy" Tags

1. Render the Tag equal to or larger than 1.25".If you encounter any issues, please [email protected].

Design Checklist for Custom "Advanced Design" Tags

1. Render the Tag equal to or larger than 1.25".
http://tag.microsoft.com/mailto:[email protected]:[email protected]:[email protected]:[email protected]://tag.microsoft.com/


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2. Properly position symbol replacements in the same location and covering the same area as theoriginal color dot.

3. Ensure that the color hue remains identical to the original dot. Change only the saturation andbrightness values within the specified ranges.

If you encounter any issues, please [email protected].
mailto:[email protected]:[email protected]:[email protected]:[email protected]

tag implementation guide

Documents