On a plate carrier I want rounds pointing to the weapon, or dominant side (I am right handed, so for me its rounds pointing right). This is because you'll need those mags to come straight up to get out of the pouch; best done with the support hand index finger on the front of the mag, thumb between the mag and the chest, pinky - ring on the outside of the mag. Pull straight up until it clears, then insert in the magwell and give it a solid tug. A can grip would give you more leverage than what I am describing, but it is hard to get a full can grip from a plate carrier/chest rack.
For a magazine pouch on your belt:
Imagine that your belt buckle is 12 on a clock face so that 3 and 9 are where your hands land when you drop them at your sides.
On a belt if your mag is toward the front - from 11-8 for a right handed shooter or 1-4 for a wrong handed shooter I'd want those mags rounds facing rearward so that I could grab it like a can, get a good solid grip and drive it to the magwell.
If for some reason you have a rifle mag pouch further back than that, anywhere between 4-8, it might be easier to have rounds facing forward and manipulate it like a pistol mag. Again, like the chest rack, you are not getting as much purchase on your new mag as you would with a can grip. But if might be worth sacrificing some of that grip so that you have added flexibility on where you are keeping mags.
Some people will say have all your rounds facing the same direction for muscle memory, that's fine, and if it works, cool. In the end do what works, and look cool.
There are also mag pouches that will carry a magazine either forward or backward. Such as the Esstac KYWI sold on
T-Rex Arms or the Disruptive Environments Carrier at
Haley Strategic