I’m not a lawyer but I believe it’s usually split into two parts; the first to cover the expenses the person has already incurred - time missed from work, medical fees, taxis etc etc and predicted expenses in the future - plastic surgery to remove the scar for example, counselling or recompense for “emotional suffering”. The second part is the actual fine imposed on the company/whoever for their negligence. It’s kinda like reimbursement + penalty I believe.
ETA you always ask for way way more than you expect to receive. It’s a bit like haggling but the jury decide the final price.