Purpose could be to explain a mechanism, report an investigation, argue from evidence, advise a decision maker or inform a public audience. Audience affects assumed background knowledge, vocabulary and amount of detail. It does not justify changing data or exaggerating certainty.
Scientific texts use features purposefully: headings create structure, tables preserve exact values, graphs show patterns, diagrams explain relationships, captions state significance, citations establish provenance. Digital tools can support accessibility and interactivity, but decorative media that do not add scientific meaning can distract.