Just Terrible UI Design: This Freezer Control Dial

Shop owner Aaron Cohen runs Gracie's Ice Cream, located in Somerville, Massachusetts. Cohen recently posted this photo to the shop's Instagram with the following query: "Imagine you own an ice cream shop and the thermostat on your dipping cabinet, which is the freezer ice cream is dipped (scooped) out of, is set to 4, which is too warm, and you want to make the freezer colder. Are you setting this dial to 3 or to 5 to make the freezer colder? I asked the Gracie's followers on Instagram...