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Due to the rapid advancement in processing power and camera quality of mobile devices, research on the display-to-camera (D2C) communication channel has recently received increasing attention. Unlike the traditional QR Code, the unobtrusive D2C communication scheme normally serves both the human eyes and the mobile camera in commercial advertisements. Thus, attention should be paid to both unobtrusiveness and reliability of the design of a D2C communication scheme. In this paper, 2D barcodes with unobtrusive embedding in the blue channel are proposed in image and video formats to yield the robust and unobtrusive (RU) code and video-based RU (vRU) code, respectively. The proposed RU code is featured with a modulation scheme in blue channel that leverages several important properties of the human visual system; such as insensitivity toward the yellow-blue chrominance component, the …