In this blog post, we explore how the lightweight design of electronic devices goes beyond simple technological innovation and connects to people’s desire for portability and a sense of belonging.
Why do consumers care about the weight of electronic devices?
In 2014, LG Electronics made an announcement that shocked both consumers and businesses alike. The LG Gram, the first laptop in Korea to weigh less than 1 kg (980 g), was followed by a series of innovative successors that met consumer demands for large batteries, large screens, and high performance, establishing itself as the epitome of ultra-light premium laptops. At the time, the 13-inch MacBook Air, which was synonymous with lightweight laptops, weighed 1.35kg, the same as the previous model. However, since the launch of the Gram, LG Electronics has released lighter 14-inch, 15-inch, and 17-inch laptops every year. Laptops weighing less than 1kg made a big impression on consumers, and the results were clearly reflected in increased sales share.
However, this raises the question: Why do consumers care about the weight of electronic devices? Why did the fates of two laptops weighing only 1.35 kg and 0.98 kg, which are not that different in weight, diverge so greatly? I believe the answer lies in the invention and marginalisation of portable devices.
The invention of portability
From the first computer, ENIAC, to the LG Gram, human technology has continued to advance. In the process, computers have become smaller and smaller. However, the essence of this lightness is different from that of the early personal computers of the 1990s. The first personal computers did not need to be portable. They were not designed to be portable, but were a by-product of the convenience and popularity of PCs. However, the invention of portable electronic devices such as mobile phones and laptops brought the concept of portability to humanity for the first time. Mobility went beyond its dictionary meaning and expanded the range of human activity. Social, economic, and all other human activities that were previously only possible at home or in the office are now possible anywhere where communication is possible. Today, this mobility is already accepted as natural and taken for granted.
Why is the absence of ‘portability’ called alienation?
Nowadays, we can freely communicate using mobile devices anywhere. Conversely, this means that without mobile devices, we are alienated from communication that takes place everywhere. Let’s assume that you cannot use your smartphone for a month. Imagine that you cannot receive the constant notifications from KakaoTalk, Facebook, and Instagram. Even if you return home and check them, you are already cut off from immediate communication. Therefore, people carry their mobile devices with them not only for convenience, but also to keep up with others. As a result, the human desire for portability is growing stronger.
Lightness is a measure of the fear of exclusion!
Consumers’ preference for lighter products stems from the human desire for portability! In other words, it is based on the human instinct to avoid exclusion. In a situation where mobile devices are taken for granted, the weight of devices that must be carried around at all times can become a burden that individuals must bear throughout their lives, so everyone wants to reduce that burden. The desire to live lightly without heavy burdens does not simply mean physical weight. It also includes the ascetic weight of trying to keep up with the flood of communication. As long as mobile phones continue to ring, smartphones will always be heavy, so consumers are looking for lighter electronic devices to reduce their internal burden.
People who are accustomed to lightness have become so accustomed to modern electronic devices that at some point, weight is no longer perceived as physical weight, so the physical weight difference between 0.98 kg and 1.35 kg loses its meaning. What is important is that by using a 0.98 kg laptop, consumers are freed from 0.37 kg of obligation and anxiety.
Escaping fundamental alienation
No matter how light the product you use is, if you have a fundamental fear of alienation, electronic devices can still feel heavy. Instead of keeping in touch only through social media, why not meet up in person for a cup of coffee from time to time? When you realise that you are not the only one feeling alienated through honest conversation, the weight on your mind will become lighter.
