1. A camera system comprising: a substrate having a coding pattern printed thereon, said coding pattern employing Reed-Solomon encoding, wherein a data block of the coding pattern comprises: a plurality of target structures and a data area containing encoded information, the extent of the data area being defined by the target structures; and a handheld digital camera device comprising: a digital camera unit comprising a first image sensor for capturing images and a color display for displaying captured images to a user; and an integral processor configured for: controlling operation of the first image sensor and color display; decoding an imaged coding pattern printed on the substrate; and performing an action in said handheld digital camera device based on the decoded coding pattern, wherein said decoding comprises the steps of: detecting the target structures defining the extent of the data area; determining the data area using the detected target structures; and Reed-Solomon decoding the coding pattern contained in the determined data area.