Why didn't Augustus call himself king?

Augustus refrained from calling himself king because the title was associated with tyranny and the negative legacy of Julius Caesar's rule. Instead, he preferred the titles of "Princeps" (first citizen) and "Imperator," which conveyed authority without the connotations of monarchy. By adopting these titles, he aimed to present his rule as a restoration of the Republic rather than an outright monarchy, thus gaining broader acceptance among the Roman populace and elite. This strategic choice helped him establish a stable regime while avoiding the pitfalls of overt despotism.