I see the description clockwise and reverse used identifying the same direction. Clockwise to me is not a reverse direction but a forward direction. To me, rotating in the clockwise direction (1,2,3,4, etc) is forward and that is the rotation in the winter to force the warm air from heat ducts downward as hot air rises. Correct? Please confirm that clockwise direction is a rotation, when looking up at the fan, following the way my watch hand turns. The pictures I see on all the web settings seem to be contradictory because to me clockwise is not reverse but is a forward movement.

Confused VK

The direction of rotation is far less important than the fan speed. IMO there is no forward or reverse. Just upflow and downflow.

The size, shape and ceiling height of the room are the deciding factors in what direction to use, and also the desired effect.
For a cool breeze in warm weather have the fan in a downflow direction with a medium to high speed. Even in upflow at higher speeds you'll get a breeze flowing across the ceiling and down the walls.

In colder weather you should have the fan at usually the slowest speed it has. With higher ceilings you can have the air flowing down since the fan will likely be right in the heat zone and will directly push the warmer air down.
With lower ceilings you should have it flowing up. This will slowly draw the cooler air from below and displace the warmer air above. The key is the slow speed so as not to create a breeze.