Connotation
The emotional or cultural associations a word carries beyond its literal meaning.
Connotation is the shading a word brings with it—“home” and “house” point to the same place but feel different. Writers exploit connotation to color a scene, suggest attitude, or steer a reader’s feelings without stating them outright. Choosing between near-synonyms is often a choice about connotation.
Example
The pigs’ warm words like “comrade” carry hopeful connotations that mask the cold reality of their growing tyranny.
Animal Farm · George Orwell