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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. – Benjamin Harman Jul 20 '16 at 12:36
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    Elegant simplicity? – bib Jul 20 '16 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. – Max Williams Jul 20 '16 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 Jul 20 '16 at 13:35
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    I guess "foolproof" would not be apt? – rhetorician Jul 20 '16 at 13:38
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The product is probably one or more of these:

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

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