The connotation of a word refers to a different meaning a word has, it's a deeper or further assosiation this word suggests. This means that it exceeds it's literal meaning. The connotation of a word involves an idea or feeling. It differentiates from the denotation of the word, it's literal meaning, the one found in a dictionary.
An example is: the word "lion". It's literal meaning is "a large wild animal of the cat family with yellowish-brown fur that lives in Africa and southern Asia".
But the connotation of "lion" can refer to someone who is brave, very strong, or majestic.
