I would say every one is different, and every pregnacy is different too. Dont worry to much, eat smaller/healthy meals and you should gain less . My first I gained 65lbs, but I have 5 kids total and every one I gained less. The last one only gained 15lbs. But be safe about it dont take away from your baby cause you are worried about what you may look like. Any women who has kids should wear there new bodies proudly.
Eat healthy, eat smaller portions loaded with good proteins and fats, get physical activity in every day, lots of water, watch your sodium and sweet intake, and if you have to eat 5 small meals versus the traditional 3 meals a day!! I blew up with my first(63 pounds) and then with my second I was more cautious and only gained 25lbs.
Well hun, my face is the first place I usually notice weight! I did better with my weight gain with my 2nd, 3rd and this baby, so my face isn't too bad, :-) I would say just really try to watch your diet. I've been really careful, but it just happens for me. Maybe its a genetic thing??!! ;-)