It doesn't seem to be an standard and there are almost the same number of diagrams with memory from 0 to F than from F to 0. Some of them are more useful in specific contexts, but most are simply drawn the way the author is used to.
Personally I prefer increasing numbers go down, like lines in a file, numbers on a numbered list, timestamp on a log, etc. Having the highest memory value 0xFF on the top seems...odd.