Why Sheets are short, plain-text explainer pages. Their job is to answer why we do something without overwhelm, flourish, or persuasion. They prioritize clarity, scannability, and cognitive ease over voice or aesthetics.
Think: calm, honest, useful.
Purpose of a Why Sheet
A Why Sheet exists to:
- Explain intent and rationale, not defend decisions
- Reduce cognitive load and emotional labor for readers
- Be readable by tired, distracted, or overwhelmed people
- Serve as a quick reference, not a long essay
If a page feels like an argument, manifesto, or brand story, it is not a Why Sheet.
Visual & Text Palette
Why Sheets intentionally use a simplified presentation.
Use:
- Plain text backgrounds
- Minimal color (default text + neutral accents only)
- No decorative imagery or complex layout
- Generous white space
Avoid:
- Gradients, textures, or background images
- Heavy visual hierarchy or design flourishes
- Dense blocks of text
The goal is quiet readability.
Structure & Layout
Why Sheets follow a predictable, repeatable structure.
Required Elements
- Clear page title (
Why X,Why We Y,Why This Exists) - Short introductory paragraph (2–3 sentences max)
- Multiple scannable sections with headings
- Bulleted lists where possible
Recommended Flow
- What this is
- Why it exists
- What it does (and doesn’t do)
- Who it’s for
- How to use it (optional)
Consistency matters more than creativity.
Headings
Headings should be:
- Short (unless using a pullquote as a heading)
- Literal
- Descriptive
Good:
Why This ExistsWhat This Is NotWho This Is ForHow to Use This
Avoid:
- Clever or metaphorical headings
- Questions as headers (unless clarity demands it)
Headings are navigational tools.
Bulleted Lists
Bullets are preferred over paragraphs whenever possible.
Bullets should:
- Be concise (one idea per bullet)
- Start with active, concrete language
- Avoid sub-clauses or long explanations
Good:
- Reduce confusion
- Set expectations
- Share context without persuasion
Avoid:
- Nested bullets more than one level deep
- Paragraph-length bullets
If a list grows long, break it into sections.
Paragraph Style
When paragraphs are used:
- Keep them short (1–3 sentences)
- Use plain, direct language
- Avoid rhetorical build-up
Do not:
- Stack multiple ideas in one paragraph
- Assume reader familiarity
- Use emotionally charged language
Why Sheets explain. They do not sell.
Tone
Tone should be:
- Calm
- Respectful
- Non-defensive
- Non-performative
Why Sheets do not:
- Justify existence through urgency or crisis language
- Use inspirational or motivational framing
- Ask for buy-in
They assume good faith and shared humanity.
Language Guidelines
- Use plain language
- Prefer short sentences
- Define terms only if necessary
- Avoid jargon, acronyms, and insider references
If a term requires explanation, ask:
Does this term actually need to be here?
Accessibility Notes
Why Sheets should:
- Be fully readable without visual context
- Work when skimmed or partially read
- Avoid time pressure (“must,” “now,” “urgent”)
- Respect fluctuating attention and energy
Why Sheets are designed for low-spoons moments.
Final Check (Contributor Checklist)
Before publishing, ask:
- Can this be understood in under 2 minutes?
- Can someone skim it and still get the point?
- Does it feel calm rather than persuasive?
- Is the structure doing the work, not the tone?
If yes — it’s a Why Sheet.
