Style is the correct answer
Style is a distinctive use of language, in terms of vocabulary, the arrangement of sentences, as well as their length. It is unique to a situation, a writer/speaker, a decorum (setting). When you write a novel, you will use a different style than when writing a newspaper article, for example. A novel can use flamboyant style, full of adjectives, long sentences, unusual word order, etc. A newspaper article, on the other hand, demands terse and informational style, with short sentences, straight to the point.
not concrete, existing in thought or as an idea but not having a physical or concrete existence