Icons/text/images representing selections areas are placed near a machine readable image to for retrieving an information item about a product to which the machine readable image is associated. These selection areas can be visually represented by icons/text/images that inform the user what information will be retrieved or what action will be controlled if selected. A capturing device captures a machine readable image together with icons/text/images representing selections areas, displays these on the screen for the user to select one of the icons/text/images. The capturing device calculates the coordinates of the selection relative to the machine readable image using a unit of distance and perspective correction derived from the machine readable image. These coordinates are provided to an information server associated with the machine readable image which in turn provides the information associated to the coordinates to the capturing device.