The connotation of a word is the

emotional or cultural association that it carries beyond its literal meaning. It is the subjective meaning that a word holds for different individuals or groups, based on their past experiences and cultural background. Connotation can be positive, negative or neutral, and it can greatly influence the interpretation and impact of words in speech or writing. For example, the word "home" has a positive connotation for most people, while "prison" has a negative connotation.