Face value

For example, some rare coins or stamps may be traded at prices considerably above their face value.

Before maturity, the actual value of a bond may be greater or less than face value, depending on the interest rate payable and the perceived risk of default.

Face value can be used to refer to the apparent value of something other than a financial instrument, such as a concept or plan.

In this context, "face value" refers to the apparent merits of the idea, before the concept or plan has been tested.

Taking someone at face value is assuming another person's suggestion, offer, or proposal is sincere, rather than a bargaining ploy.