The word 'connotation' can be defined as the feeling that is associated to a particular word. In other words, 'connotation' makes reference to the idea or emotion that a certain word invokes in a person. In that way, 'connotation' is very different from 'denotation', which is used to refer to the primary meaning of a word. Some words, such as 'beautiful', 'kind', and 'responsible', have a positive connotation because they are connected to good feelings, while others, such as 'evil' and 'narcissistic', have a negative connotation since they give a negative vibe. There are also words that have a neutral connotation.