Why is the New Year period called the "Days of Awe," when it has nothing to do with fear?
The concept of "awe" refers to Divine transcendence, which is the true meaning of what is usually called "fear of God."
"Fearing" God means being conscious of His transcendence.
This explains why Jews go to the synagogue on Rosh Hashanah without quite knowing why.
Divine transcendence, Kingship, is not always a conscious matter.
–Rabbi Adin Steinsaltz
From The Seven Lights, p.19, by Rabbi Adin Steinsaltz