The trait of ideas refers to the content. A clear purpose for the writing, the inclusion of sufficient details to develop main ideas, and the establishment of the writer's viewpoint on the material are all elements of this trait. The trait of organization involves the structure of the writing, how ideas are connected and discussed. Voice brings the personality of the writer to the reader. The attitude or perspective of the writer is communicated through tone, so you feel you know a little about the person as well as the topic.
Word choice refers to the language employed to convey the message.
Rhythm and flow define sentence fluency . Sentences that are awkwardly constructed or repetitive in form lead to a choppy, boring, and sometimes disjointed reading experience. A variety of sentence structures and lengths results in more fluid and engaging prose. Conventions are factors that lead to ease of communication. Correct spelling, proper observance of grammatical rules, and attention to paragraph form are all critical.