There is only one rule for beautiful writing: does it make sense to the person or people it’s intended for?
Good writing – writing that follows the rules – is all about being clear and concise.
That is an excellent place to start but with one caveat; it’s OK to incorporate jargon, poetry, adjectives and expletives if that’s what turns your audience on.
The purpose of good writing is to communicate a message.
The purpose of beautiful writing is to make it enjoyable.