Clockwise or counterclockwise? This freezer control dial is maddeningly confusing

Look at this dial that controls the temperature of an ice cream freezer Gracie's Ice Cream, in Somerville, Massachusetts.. If you want to make the freezer colder, do you rotate the dial clock wise or counter-clockwise
From Core 77:

[W]hat terrible, terrible design, as evinced by the confusion in the comments.

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