I got struck in my cheekbone, but have a black eye?

A few days ago i got hit in the side of my face (cheekbone area and a bit higher) by my falling snowboard and i have a black eye! How does this happen? I didn't get hit in my eye, but it's pretty embarring. I've been applying ice and warm compresses. I just want it gone, and want to cover it up as best as i can.