As well as a literal meaning, its denotation, a word can also have an additional meaning. This is an idea or feeling that using the word suggests. This is called its connotation.
- The connotation of fat is negative. It suggests something bad.
- The connotation of stubborn is negative. It suggests someone who doesn’t want to change.
- The connotation of safe is positive. It suggests something that will keep you protected.
Compare with denotation.