Wix cabin filter arrow orientation

[KevinMalone]

Which way would you install this Wix 24483 particulate filter? Arrow pointing up, or arrow pointing towards airflow (down)? Does it even matter?

Interestingly, Wix changed the arrow orientation on newer versions:

 

[slacktide_bitog]

arrow pointing towards the airflow

 

[fantastic]

Air flows with the arrow w/ the pointed arrow end being the discharge side.
Lot's of air filters have the arrow pointing down towards the ground inside the airbox.

 

[dubber09]

From my experience, airflow is always going down.

 

[paulo57509]

Age old question with Toyota. Installation reference material reads, "UP". Filters are marked, "FLOW"

2021 Highlander FSM:

Replacement Denso:

The air flows from top to bottom in the Highlander. The filter is installed with the print reading upside down.

Most filters fit into a plastic frame. I note the direction of the actual air flow in the air box and install the filter in the frame with the "loose", long edge of the media facing the air flow. My thinking is the air flow will tend to seal the edge of media against the frame.