The connotation of a word is

The meaning that is not obvious or stated
or
the literal meaning of the word

The connotation of a word is the meaning that is not obvious or stated, often derived from the cultural or emotional associations that people have with the word. This can include emotions, attitudes, or implications that are connected to the word but may not be explicitly mentioned in its definition. For example, the word "home" may have connotations of warmth, comfort, and security.