First generate a plain code for the final destination URL. Keep strong contrast, enough printed size, and a clear quiet zone around it. Add color or decoration only if the encoded squares remain distinct and the quiet margin survives.
Test the exported or printed design at the intended viewing distance on more than one phone. Try ordinary and dim lighting. If a logo obscures too much of the code or a textured background interferes, simplify the design. Check the decoded URL as well as whether the phone detects a code.
Use a plain QR code when the styled version is unreliable.