Denotation:

The literal or actual meaning of a word. For example, it is the meaning of a word if you looked it up in a dictionary.

Connotation

An association in which the word evokes ideas, emotions, associations, or images that come to mind when the word is heard or read. It can be positive (good) or negative (bad).

Connotations are always unique to individuals. While some connotations could be understood by everyone, such as a connotation that touches on popular culture, some connotations may be used to only reach a small group of readers who share a culture or an experience.

Denotations, because they are literal, can reach everyone, but connotations range in how many people receive and understand them. This means that our experiences, opinions, and thoughts cause us to recognize different connotations, and it causes everyone to experience different emotions and feelings when presented with a word or text.