Connotation is the meaning or implication behind a word or phrase. There are words that carry multiple connotations such as dog, which means someone who is shameless or a person who slacks off with his or her work.
Certain words connote with feelings and emotions. For example, when speaking of the seasons of the year, summer or spring connotes fun, relaxation and excitement, whereas winter and fall are colder, gloomier and desolate. Words like blood, apple, strawberry and rose each have a color connotation with red. Connotations are very beneficial in literature because they help to add feeling and a more profound emotion to the text.