Face validity is an estimate of the degree to which a measure is clearly and unambiguously tapping the construct it purports to assess.

Thus, face validity refers to the obviousness of a testthe degree to which the purpose of the test is apparent to those taking it. Tests wherein the purpose is clear, even to nave respondents, are said to have high face validity ; tests wherein the purpose is unclear have low face validity (Nevo, 1985). The concept of face validity is similar to item subtlety , but there are important differences as well. Whereas face validity describes the transparency of an entire test, item subtlety describes the transparency of individual test items (Bornstein, Rossner, Hill, & Stepanian, 1994). ...

Like content validity, face validity is determined by a review of the items and not through the use of statistical analyses. Unlike content validity, face validity is not investigated through formal procedures. Instead, anyone who looks over the test, including examinees, may develop an informal opinion as to whether or not the test is measuring what it is supposed to measure. While it is clearly of some value to have the test appear to be valid, face validity alone is insufficient for establishing that the test is measuring what it claims to measure.
Face Validity A test is said to have face validity if it looks as if it measures what it is supposed to measure. Face validity is hardly a scientific concept, yet it is very important. A test which does not have face validity may not be accepted by candidates, teachers, education authorities or employers. It may simply not be used; and if it is used, the candidates reaction to it may mean that they do not perform on it in a way that truly reflects their ability.