Connotation, on the other hand, refers to the idea that is suggested by or associated with a word. The connotative meanings of a word exist together with the denotative meanings. The connotations of the word 'snake' could include evil or danger. It has the connotation of someone who cannot be trusted.Connotations can be positive or negative. For example, the word 'thin' can have a positive connotation of 'smart' and a negative connotation of 'skinny'.