How the canvas works
A Frame QR code reserves a blank region, called the canvas, as part of its design. The data modules sit around the canvas, so the image or text inside it is not covering data that the scanner needs.
This is different from placing a logo over a regular QR code, which covers modules and relies on error correction to fill in the gap. With Frame QR the space is planned in from the start.
Reading Frame QR
Frame QR was designed for marketing and promotions where a picture inside the code matters. According to DENSO WAVE it needs a compatible reader, and support in general-purpose phone camera apps is limited, so test before printing for a public audience.