Voltage is how hard a battery pushes. You want fairly standard and specific voltages because most electronics and machines take a specific voltage. You might change the cell size to fit more reactants(like having a bigger gas tank), to allow the cell to fit in a different shape (cube cell vs a coin cell) or because you want to fit a different chemistry inside the cell (some chemistries last longer, are more resistant to colder temperatures, are more rechargeable or are lighter)
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