The word you're after could be connotations:
Definition of connotation:
1 a :the suggesting of a meaning by a word apart from the thing it explicitly names or describes
b :something suggested by a word or thing : implication - the connotations of comfort that surrounded that old chair
2 :the signification of something - that abuse of logic which consists in moving counters about as if they were known entities with a fixed connotation. —William Ralph Inge
3 :an essential property or group of properties of a thing named by a term in logic — compare denotation
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