Cheek bone

latin: os zygomaticum

The cheek bones are an important part of the face. These bones are located in the upper section of the cheeks, and are part of the eye socket.
closeup of the cheekbone
 

Some people have cheek bones that are place high in the face, which makes the cheeks appear higher. People with flatter cheek bones have a curving of the cheeks that appears lower.

In the fashion world, high cheekbones are usually preferred, so that a lot of fashion models have high robust cheek bones. This preference causes many women to consider an operation to extend the cheekbone with an implantation. Men usually have more prominent cheek bones as well.
high cheek bone
low cheek bone

The two photos above give an impression of the influence of less or more prominent cheek bones. The left person has a prominent high cheekbone, causing a curving of the cheeks quite high in the face. The right person has less protruding cheekbones, causing a more feminine round look.