Is it counter clockwise for summer or winter? I put one in each bedroom, the living and dining rooms already had them. What a difference! But the ones I put in the bedroom turn counter clockwise and the old ones have always turned clockwise. Theres a switch on the lower unit of the fans, but my installation directions don't even mention it.
Either direction, the fan moves air from the ceiling to the floor. The difference is the "perceived" air flow on a person. Fan pitched down, a person feels the air. Fan pitched up, the air flows down along the walls of the room, person feels low if any air movement.