Integrity: Clear point of view; reveals sources
Distinguishing fact: Fact is distinguished from theory
Anthropomorphism: Animals act like real animals
Balanced viewpoint: Other points of view are acknowledged and discussed
Generalizations: Documented facts support generalizations
Author’s qualifications: Author is an authority; author acknowledges expert advisors
Style: Tone reveals significance; literary distinction of writing; telling details; reader cares about the subject
Format: Well organized, easy to use; useful features; clear structure; logical progression; language comprehensible to audience; appealing design; graphics extend information