I was always told “Heat-Up” and “Cool-Down”. It’s pretty easy to remember although I’m not sure it really affects the temp either way.
Paradoxically, mine does both and neither at the same time.
IOW, it doesn’t work. 
I go with down in summer and “off” in winter.
Just count yourself lucky you have an appliance willing to do it at all, rather than get caught up in the terminology.
Thread title seems vaguely obscene…