When authors write, why do they consider the connotation of words?

The idea or "feeling" of a word, and the opposite of a denotation

Authors consider connotations because they know everyone doesn't think like them. I hear a piece of music and instantly think "Beethoven" or "Giacchino!", but someone else just hears some nice music that may have come from the newest action movie (but they can't remember). What means one thing in your family/culture may mean something else (good or bad) to someone in another family/culture. If we don't consider connotations, we run the risk of not communicating clearly.