Two Cents on the Colorful Microsoft Bar Code - Digital Watermarking is Better.

I have been asked many times in the past month or for my opinion on the launch of Microsoft's multicolored bar code. OK...Here is my Two Cents...

The short version....Don't think it will make it in prime time.  Digital Watermarking is better. If you want to know why, read the long version below.

The long version. 

Microsoft should have done a better job in researching the bar code market prior to launching the code.  Sure there are web cams, and camera phones out there that have color sensors, but you will ulimately get into a situation where resolution of these cameras, untrained consumers trying to scan the code, and poor quality of the image sensor, and finally poor illumination that will make this bar code an instant problem child in the market. 

Combine this with the fact that brand managers already are unhappy with the real estate that must be taken up by the old fashioned black/white UPC code.  Now throw in a colorful code that will clash with most (if not all) color schemes found on products.  I notice that Microsoft wisely chose a DVD with the same color scheme as their bar code, thus creating an illusion that it won't stand out.  Can't wait to see it on the next DVD that is already starved on real estate.  Imagine a classic Godfather DVD with black and brown color scheme, and right there in the middle is a bright Red/LimeGreen/Blue bar code.  Good luck with the blending of those colors Mr. Brand Manager.

I believe a better technology is the Digital Watermark from Digimarc. It is imperceptible to humans, blends in with the background, and can be scanned by the same technology - web cams, cell phone cams, and --- oh yes, existing technology from the bar code scanner manufacturers, Area Imagers. 

Face it folks, the boring Black/White bar codes are hear to stay....and Color bar codes are a thing of the....I can't say future, or past....hmmm....Color bar codes are simply a novelty.