The shadow is the “dark side” of our personality because it consists chiefly of primitive, negative human emotions and impulses like rage, envy, greed, selfishness, desire, and the striving for power.

All we deny in ourselves—whatever we perceive as inferior, evil, or unacceptable—become part of the shadow.

The personal shadow is the disowned self . This shadow self represents the parts of us we no longer claim to be our own, including inherent positive qualities.

Traits associated with “being good” are accepted, while others associated with “being bad” are rejected.