Just like when I used to cook a turkey every Christmas, I had to look up how to do it, because it wasn't something I did on a regular basis. The ceiling fan direction is the same thing--I have to look it up for summer and winter. And the explanations are always confusing.
Counterclockwise in summer, clockwise in winter. That applies for most ceiling fans. Ours follows that rule. But I've read the blade pitch can be opposite on some fans. So, how to know?
The leading edge of the fan blades should correlate with the outdoor temperature. Depending on which direction the fan is spinning, either the high edge or the low edge will be the leading edge. In winter, when the temperature outside is low, the leading edge should be the one that sits lower. This will pull the warm air up where it will move along the ceiling and move down the walls for an insulating effect. In summer, when the temperature is high, the leading edge should be the higher edge, which blows a cool breeze.