Why Sheets — House Style Guide

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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
  1. What this is
  2. Why it exists
  3. What it does (and doesn’t do)
  4. Who it’s for
  5. 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 Exists
  • What This Is Not
  • Who This Is For
  • How 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.