The company where I work has developed a product that is very easy to use and that doesn't need a computer or electricity to run (in contrast to competing products). Now we are looking for a word or short phrase to use in our marketing that describes this.

One alternative is "low-tech" (as the opposit of "high-tech"), but some of my co-workers find that it has a negative feeling.

"Simple" has also been voted down in other contexts, as being too negative.

We would use the word/phrase in this kind of context:

[Product name]: Low-tech, low cost, high performance!

How would you describe something that is easy to use and doesn't require electricity?

(None of us are native English speakers, so we're not sure if our feelings about words are "correct".)

Edit: Our target market are scientists, so they are used to working with complex equipment. If you are not using it yet, the "ideal" is still to use this equipment. That is why "low-tech" might feel negative. We are trying to target those that can't afford the complex equipment or are tired of the complexity.

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    I would suggest to those who are concerned about the negative connotation of "low-tech" that it would only bare a negative connotation to those who prefer high-tech devices. Those who like low-tech, your target market with such a product, will not see it negatively but only positively. You have to gear your communication to your target market. You can't worry about the perceptions of those who won't buy it anyway. That's why they call it a "target," so that you hone your ads to home in on that target.
    – user184292
    Commented Jul 20, 2016 at 12:36
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    Elegant simplicity?
    – bib
    Commented Jul 20, 2016 at 12:44
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    I think that in the context of your advert text, "simple" works well. People tend to prefer products that are simple, rather than "complicated", which is the antonym in this context. Of course, this depends on your target market. Commented Jul 20, 2016 at 12:50
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    If it doesn't need electricity, then Green would be a good suggestion, especially as a marketing term.
    – Chenmunka
    Commented Jul 20, 2016 at 13:35
  • 1
    I guess "foolproof" would not be apt? Commented Jul 20, 2016 at 13:38

4 Answers 4


New Features Include:

  • Down to Earth

  • Back to (the) basics

  • Low carbon footprint

  • Innovative

  • Zombie-apocalypse-ready

Order now, for our low-tech solution to your high-tech problem!


The product is probably one or more of these:

  • manually operated
  • self-maintaining
  • affordable
  • practical
  • effective
  • low-maintenance
  • trouble-free
  • traditional
  • easy

2016? Well, here I am in 2021, a techie sequestered in a cabin in the woods to avoid the virus attack and I'm beginning to really appreciate lo-tech...

  • uncomplicated
  • simplified
  • straightforward
  • traditional
  • minimalist
  • honest
  • humble
  • understandable
  • streamlined

I feel like low-fuss is used in marketing material for this very purpose. Or perhaps I'm thinking of no-fuss, which appears to be more common, but perhaps not as appropriate here.

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