Here's why:
* Literal meaning is objective and focused on the factual definition of a word. For example, the literal meaning of "snake" is a long, legless reptile.
* Connotations are subjective and depend on individual and cultural experiences. For instance, "snake" might evoke fear, treachery, or wisdom depending on your background and beliefs.
Connotations can influence how we understand a word, but they do not change its literal meaning.
For example, "cheap" can have a negative connotation (low quality, undesirable), but its literal meaning is simply "low in price."