okay...if you are adjusting dwell, just hit the down button on the board. You are now at 0 dwell. Now push in the up botton on the board. Count 28 times and there you go. Your dwell is now at 28.
You are thinking of recharge or ROF when you say up means less and down means more. When you go to adjust recharge, you turn recharge DOWN to make the nerve shoot FASTER and you turn the recharge UP to get the nerve to shoot slower.
I hope this helped.