@geofelt
Ok, I thought something like AMD wraith prism is horizontal and noctua nh-d15 is vertical.
Now it's more clear.
Because in my answers I also wanted to take the cpu warm air out quickly and avoid getting psu air inside case.
You were somewhat correct. You have to look at the cooler itself. An AMD Wraith is a downdraft, area broadcast cooler. It really is unidirectional. So orientation has little bearing, you can face the AMD symbol in whichever direction you wish to. But from a motherboard perspective, it's a horizontal mount, uses the same plane.
A tower cooler is somewhat different, it's mounting is perpendicular, the fan is 90° from the motherboard. Whether that's horizontal to your perspective or vertical is a different matter. Horizontal is a fan airflow from side to side, Vertical is airflow from up/down or down/up.
Amd had a mounting issue due to bracket layout and design a while back, especially on the AM3 motherboards and the coolers at the time. Many coolers could only be installed vertically, there were no bracket accommodations to mount them horizontally.
So air was either blown onto the backplate of the gpu, or sucked from that area and pushed straight up. With enclosed top cases, this was far from ideal. With open fan vent cases on top, it worked quite well. If there was sufficient space in front of the fan above the gpu backplate.
Intel uses a square pattern, not the rectangular pattern of cooler mount holes, so a cooler can be mounted in any of the 4 directions. With the prevelance of the rear exhaust (a leftover from the old AT box cases) a horizontal mount with airflow from front to rear was perfect for a tower cooler, but still made little difference to an area downdraft cooler like the Wraith.
Orientation depends on perspective. Yours, the coolers, the motherboards, the cases.
There's often a lot lost in translation for ppl who do not speak English as a first language, it's often not in a literal sense, but an understanding of the assumption of perspective. If I say a tower is mounted vertically, the assumption is from my perspective, the cooler is facing up/down. I'm not saying the cooler is vertical from a motherboard perspective. A wraith is horizontal by default, but saying it's vertical means I'm talking about the plugs or the amd symbol on the ring. From my perspective.