Loyalists believed that rebelling was morally wrong and that nobody should speak against the King. They were also usually older people who managed to prosper during the times so they wanted the system to stay as it was. Many of them were not violent people and didn't mind what was happening in the colonies and just wanted their peace. They believed that the patriots were a bunch of violent insurgents and didn't support the revolution.
The patriots believed themselves to be freedom fighters who were fighting for democracy and equality and against the king that had been exploiting the colonies for a long time in order to line the pockets of Britain. They believed he should have no right to have colonies and tax them as he saw fit because they weren't represented in the British parliament.
