Unlike the definitions that we find in our dictionaries, called denotations, there are different meanings associated with a word that give us more information about it. These are called the connotations of a word. The connotation can tell us if the word is more intense or less intense, if it is positive, pleasing to the speaker, or negative, something that is unpleasant to the speaker. Sometimes these associations can even be emotional or cultural.
Source: tatoeba (12265541)