Doesn't contradict. Someone breaks a law and they get sent to prison, it is a punishment. Compare to God and what it says in the Bible, He is a just God and there is punishments if we do wrong or break a law(ie: hell). He won't automatically forgive us, He wants us to ask for it. He loves us enough to offer us forgiveness. But if we don't ask then it is our own fault, we are sending ourselves to Hell. God's not sending us there, He gave us the option/choice to not go but we deny it.
Again, just offering my side and how I see it.
I respect your choice to not. Not my place to tell you what you should or should not believe.