Front Deraillleur Barrel Adjustment
As the mnemonic goes: "Lefty loosey - righty tighty"

The indicated way to turn is always relative to the object the screw / the thread is fixed to. Examples:



If you turn the barrel on th rear derailleur towards the wheel, it's loosening. It tightens away from the bike.



The same goes for your STI: in this case loosening is towards the bar, tighening towards the front of your bike. If this was the STI on the right, it would be the other way round.