Zeref also compared running the Empire akin to playing a strategy game, making the Curse of Contradictions' symptoms go away while at it, because the people he commands, he treats merely as pawns. Nevertheless, Zeref is also shown to be a man of the people as the Emperor of Alvarez, and is shown to display good will and friendliness towards his generals and subjects, which is also reflected in their opinion of him, sincerely cheering and welcoming him as he returns to the capital after a long absence. As a result of his immortal life, Zeref has developed a misanthropic loathing for humanity and its repeated idiosyncrasies of hatred, evil, and conflict. This was shown when he ruthlessly killed Hades, whom he thinks has committed a number of unforgivable sins. In spite of all this, Zeref is very vindictive, and will punish those who he believes to be evil. Zeref often kills with no prior incentive or knowledge. He is also somewhat emotionally fragile, as when he realizes that Natsu is not ready to kill him yet, he breaks down in tears. He shows concern for others when he warns them not to come near him, knowing that they would die if they did.

He wishes to die to atone for all the sins he has committed, and may commit in the future. In the modern era, Zeref seeks to isolate himself and is very calm, sincere, and conflicted. Zeref is said to have been the darkest, most evil Mage in the history of the Magic World, mastering the Black Arts and creating many Demons, some of which still wreak havoc in the present. When angered, Zeref's irises become red and gain a black ring around the pupil, giving him a much more menacing appearance. When Zeref returned to the Alvarez Empire, he changed his wardrobe to a black and white outfit.

He also wears a pendant, where he keeps a childhood picture of Natsu and himself. He has short black hair, dark eyes, and abnormally sharp canines. He wears high-collared red (black in the anime) and tan robes with gold trim, along with a large, flowing white toga draped around his torso.

Despite being hundreds of years old, Zeref has the appearance of a young man.

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