Naturally, we as human beings yearn to be loved even from the time that we are born, we depend for security and nourishment. And just how we are loved we become affectionate in return.
When we understand and realize that God's love for us is unconditional, no matter who we are, what we did or where we have been. His love brings security in our lives and it helps us to resonate His very love from us towards others, no matter how difficult other people maybe. Just as we do not deserve His love, we are called to love others who may not deserve it as well.