Start with the information, not the artwork
A QR code contains data, not a magic connection to a service. Decide whether you need a website URL, contact card, plain text, or another supported payload. For websites, include https:// and open the address yourself first. Static codes cannot be edited after printing. If you control the linked website, you can update that page without changing its address.
Keep the symbol simple
Short payloads produce fewer modules and are easier to scan at small sizes. Use a dark foreground on a light background and at least four modules of blank space around the code. A logo removes information from the symbol; high error correction helps but is not permission to cover large areas. Test the exported image, not only the on-screen preview.
Export and test at the final size
Use SVG when placing the code in vector artwork or PDF when physical dimensions matter. PNG is useful for documents and web pages if its resolution is adequate. Do not stretch one axis. Print one copy, then scan it from the intended distance under normal lighting using more than one device.