Connotation
A word's connotation is the aura of emotion that is associated with the word through personal experience. It is the opposite of 'denotation', which is what a word literally stands for.
For example, the word 'home' may denote a building with a roof and a door. The connotation of 'home' may mean something different for everyone. It may mean a warm fire, a large family and a Christmas tree. It may mean a bachelor pad in a big city. It may stand for a dream or remind one of poverty. All of these are different connotations of the word 'home'.