Which way do you turn the knob when you want more water from the garden hose or kitchen sink? Lefty-loosey, righty-tighty, right? Counter clockwise, of course.
Why, then, do we turn stereo volume control knobs clockwise to get more volume? It should be like opening a valve to let more volume out. Counter-clockwise should equal more volume, not less. Open it up, let it flow, like Pompeii.