Connotation is the emotional or cultural association that a word evokes beyond its literal meaning. It can be positive, negative, or neutral.
For example, the word "home" has a positive connotation, evoking feelings of warmth, comfort, and safety. The word "snake," however, often has a negative connotation, suggesting danger, betrayal, or treachery.
It's important to note that connotations can vary between individuals and cultures. What might be considered positive in one context could be negative in another.