I’m not a engineer, nor physicist, but the bigger(diameter) and heavier the bullet = more potential energy. Put that bullet in motion, and it becomes kinetic energy. So, if you have a .358 diameter bullet that weighs 150 grains moving at 1200 FPS it has X kinetic energy. Use a 200 grain bullet at the same speed X goes up. In simple mans terms the heavier the bullet the harder it hits, as long as all other variables are constant.
I think there is a fine line between too heavy and too light, it also depends on use. The standards were designed for a specific use. Some of that carried over into the commercial world and it became the norm. 30-06 was 150 . 300 WM 180, etc. times are changing and we are seeing heavier bullets being introduced in factory ammo. Bullets are getting better, testing equipment also better. So what was “normal” and “proven” is being up ended as this new technology comes in.
Us as hand loaders in general have the ability to do whatever we want, the sky is the limit. Whatever your end use will be determines the load you build. I tend to go toward the heavier end of the spectrum for bullets for many reasons. Heavier bullets will hold out to longer distances than lighter ones, even with the heavier one moving significantly slower than the lighter one. Barrel life, heavier seems to be more accurate, energy, the list goes on.