The ideas are the heart of the message, the content of the piece, the main theme, together with the details that enrich and develop that theme. Organization is the internal structure of a piece of writing, the thread of central meaning, the logical and sometimes intriguing pattern of the ideas. The voice is the heart and soul, the magic, the will, along with the feeling and conviction of the individual writer coming out through the words.
Word choice is the use of rich, colorful, precise language that moves and enlightens the reader.
Sentence fluency is the rhythm and flow of the language, the sound of work patterns, the way in which the writing plays to the ear - not just to the eye. Conventions are the mechanical correctness of the piece - spelling, grammar and usage, paragraphing, use of capitals, and punctuation. The font, size and style are appropriate and support the message. The format suits the purpose, is appealing and invites the reader into the text. Fonts are limited to two typefaces on a page.