Connotations

noun

1. A meaning of a word or phrase that is suggested or implied, as opposed to a denotation, or literal meaning. A characteristic of words or phrases, or of the contexts that words and phrases are used in.
2. The attribute or aggregate of attributes connoted by a term, contrasted with denotation.

   "The two expressions "the morning star" and "the evening star" have different connotations but the same denotation (i.e. the planet Venus)."