Connotation

In semantics, connotation is a term which is often used in opposition to denotation, covering the more secondary and subjective aspects of meaning that people associate with expressions.

Examples
The words sidewalk and pavement have the same denotation, but different connotation.

Comment
The term is also used more generally to cover everything that is part of the meaning of an expression except for its denotation. In this sense, the term is in some respect similar to intension.

Link
Utrecht Lexicon of Linguistics