Please note that quantitative data is projectable to the level of analysis of the document. All other data is considered to be qualitative in nature. Multiple, concrete empirical referents are provided in support of each central idea. The document's reader is clearly identified, and the document is clearly focused on the reader's interests and benefits, i.e. the reader's perspective. The document's narrative is well written, interesting, easy to read, and easily accomplishes its explicitly stated purpose.
Expression is clear and concise.
Declarative sentences, using active verbs, are preferred. An appropriate tone is employed. Exaggerated, effusive language is avoided. The use of metaphors and euphemisms is very limited. The text shows originality in its visual impact.