1. A method comprising: receiving a target image comprising a plurality of pixels; receiving content to be encoded into a matrix code; modifying the content based on an attribute of the target image; receiving the matrix code comprising a plurality of dark cells and a plurality of light cells, wherein the matrix code is based on the content that has been modified based on the attribute of the target image; associating a first set of pixels of the plurality of pixels of the target image with the dark cells; associating a second set of pixels of the plurality of pixels of the target image with the light cells; and generating a coded image by embedding the matrix code into the target image by darkening the first set of pixels and lightening the second set of pixels.