The idea of "balancing" your face shape has been around a long time, although the advice attendant on doing so has changed a little over the decades. In this short instructional film from the 1940s, we learn how to "correct" round, square, and long faces (because there's something wrong with every face shape besides oval, right?). Some of the advice is very similar to what you'll still hear; if you have a longer face, making it look super narrow by getting a flat top fade still generally isn't a great idea.
Other admonitions, however, have gotten seriously dated, like making sure that your lips don't look "too full." It's always interesting to see what previous generations thought was most becoming. So check it out and see whether you're breaking any rules of attractiveness for your face shape.