When you speak about air filters in this respect you to specify what air filter means.
If it is the filter element only then size is much more crucial than shape. Genrally the bigger a filter is the more it can flow. But this also depends on the filter medium. Foam filters are the worst filters when it comes to flowing needing between twice and three times the surface area of cotton gauze or a well flowing paper filter.
Shape is important within reason. The less edges (in total length) a filter element has, the less area is needed to flow the same amount of air.
If you relate to the induction as a whole the same principles apply. Additionally you have to find the right balance between gasspeed and total amount of air flowing. You also want to have fairly long inlet tracts in order to have an added advantage of the gasspeed and want to achieve engine specific volumes.
Important is obviously too that the induction doesn't draw any air that is above ambient temperature. An important fact that is often overlooked is the quality of tubing. Tubing that is not smooth (rough surfaces, rippled) or has got sharp bends or poorly designed bends or steps will adversly affect airflow and consequently lead to power loss.
Even if the induction is placed in a rather cool location under the bonnet and having an cold air feed it is not guaranteed that the revised induction will work better than standard. The hydrodynamic paradoxan is often hitting here too, which does not become appearant on the rolling road. But it will show starvation out on the road once the car is moving. And the faster it gets the effect becomes more dramatic.