People experience different face concerns in each unique conflict interaction. Since face is the projected image of one’s self in a relational situation and is a characteristic that is jointly defined by the parties, face-saving and face-giving are both important factors in achieving conflict resolution. All conflict interactions involve some degree of negotiations over the concept of face which can become especially problematic when difficult or awkward requests are made, or when one or both parties becomes embarrassed. All parties express a need for negative face and positive face in problematic situations and the ability to achieve either or both is influenced by relational variables among the parties. The level of intimacy or familiarity, situational variables of the context, and the significance of the problem all have an impact on what actions are taken to either save or give face. To the extent that it is important to address matters of face in conflict interactions, outcomes will be better if the participants focus on face-giving than on face-saving.