Ensures that related terms, phrases, and sentences are hidden so that the reader would not see them. Ensures that related terms, phrases, and sentences are consistently parallel. Ensures that simple sentences are used. For every short word there is a long word and vice versa. Word choice is plain and simple, but not too simple.
Complicated ideas require long sentences.
The writer does not jump back and forth from a sophisticated style to a simple one or from formal language to informal language within the same document. When you use a lot of different colors on every page, it holds the attention of the reader. It gives a consistent appearance to every page or screen. It makes your eyes tired because the print is too small. Maps and other figures.