Emotional connection
If what you do, say or make can resonate with someone, it means your voice resembles theirs.
I grew up with the divisive debates of Mac vs PC, Ford vs Chevy and Xbox vs PlayStation. Yet computers, cars and gaming consoles achieve the same things in similar ways. People use categories as a means to understand the world and to find a sense of belonging.
When designing a new product for an audience, you won't know everything about it before drawing it. But you should know what it rhymes with so it can more accurately resonate with the people it's made for.
