Definition: Connotation is the feeling or association that a word or phrase evokes in addition to its literal meaning. The opposite of connotation is denotation. As a fiction writer, it's important to be aware of a word's connotations when writing. These implied, or unstated meanings of a word can work with or against your intentions.
Examples:
The word "feminist" has different connotations for different people, for example. For the baby boomer generation, this word may only have positive connotations. Many young women today, however, avoid using the term to describe themselves.